Živá hudba

Abstrakt (Fulltext in Czech available on the CZ version of our website) This research article focuses on analysing the impact of short video spots on the promotion of dance art, specifically at the Prague Academy of Performing Arts. The project aimed to familiarize the public with dance education and to break down barriers between official dance institutions and ordinary dance enthusiasts. It also sought to confirm the hypothesis that the Czech dance scene can better utilize the potential of digital marketing, similar to the commercial scene. The research revealed insufficient visibility of dance art on social media platforms and the ineffectiveness of current presentation methods. The author of the article, decided to verify these assumptions by creating video spots promoting the dance department and monitoring their impact in the digital environment. During the video creation process, it became apparent that planning, preparation, and team management are key factors for success. The article comprehensively describes these processes and provides important insights and experiences that can serve as inspiration for future dance art promotion projects.