CROWD - international dance exchange
About the project
CROWD – international dance exchange is a collaborative network of dance organisations supporting artists who engage with communities as part of their practice. Through residencies and spaces for dialogue, the programme enables established community-engaged dance makers to expand their networks, exchange expertise, and develop their practice.
Initiated by the Goethe-Institut in 2021, CROWD supported six artists in its first year through residencies in Finland, the Netherlands, Germany, and the UK. Since then, the network has expanded, supporting ten artists annually in 2022 and 2023 through residencies and online exchanges across Finland, Denmark, Germany, Iceland, Ireland, the Netherlands, Norway, and the UK.
Project responsibilities:
Communications and digital content production
As Goethe-Institut London’s Online Editor (June 2021–December 2024), I was responsible for the UK’s website, editorial content, social media channels, and digital strategies. For four CROWD residency programmes, I represented Communications at all internal and external stakeholder meetings.
During project conceptualisation, I advised on design and digital marketing, including brand identity, website curation, multimedia storytelling, and campaign strategy. Throughout each residency, I collaborated with partner organisations to deliver and evaluate campaigns that engaged diverse artists, built visibility, strengthened PR, and attracted external investment.
My production responsibilities included building and maintaining the CROWD website in our custom CMS, editing and translating copy, preparing video transcripts, and documenting residency activities across digital platforms. On the communications side, I coordinated media packs and posting schedules, managed paid social campaigns to promote open calls, and published recap content on YouTube, Facebook, Instagram, and X.