Alexandra Farber
Image courtesy of Joe Johnson
THE OPPORTUNITY
Born & raised in Washington D.C., Alexandra Farber is a principal dancer at the Texas Ballet Theater and is currently based in Fort Worth. Surrounded by the arts growing up, it was clear what Farber was set out to do. Farber joined the Texas Ballet Theater in 2012 as an apprentice & after 10 years is now a principal dancer.
In 2022, Farber was set to perform at The Modern Art Museum of Fort Worth in March & August and CultureHype helped to promote these performances while storytelling her career. The ultimate goals were to build buzz, raise awareness of her performances, & secure a performance review in a local DFW publication. CultureHype told the story of Alexandra and her performances through print, online & newsletter features.
Image courtesy of Joe Johnson
THE DEVELOPMENT
CultureHype wanted to focus on pre-event coverage to increase awareness of the performances to increase the overall attendance. In order to achieve this, created event listings for each event to increase reach. It was important that this type of coverage would create buzz & gain attraction for the event.
In addition, CultureHype focused on Farber’s career and the inspiration behind her upcoming performance at the Modern Museum of Art of Fort Worth which included a series of choreographed dances that would be inspired by the latest exhibit titled “Women Painting Women.”
Image courtesy of Joe Johnson
“Working with the whole CultureHype team has been fantastic; as a female artist and choreographer in a field where women are highly underrepresented, the team got me to the right people to take my work seriously & present it with passion. From traditional media coverage to new ways of covering my story I would not have thought about otherwise, I am so grateful to CultureHype. They bring new audiences to dance & art, something I strive to do in all of my work.”
Image courtesy of Alexandra Farber
THE RESULTS
All performances were proven to be a success, with both events attracting a full house & achieving a performance review in Fort Worth Magazine. CultureHype successfully positioned Farber in the media which resulted in seven pieces of coverage, including four online features & three newsletter inclusions. In the end, Farber’s media coverage gained over 5 million total media impressions.
NOTEWORTHY PRESS CLIPS
D Magazine (March 2022 print issue & online) - The 14 Things You Must Do in Dallas This March
Fort Worth CultureMap - These are the 12 best things to do in Fort Worth this weekend
Fort Worth Magazine - Alexandra Farber Dances With Art Exhibit - Fort Worth Magazine
Fort Worth Magazine - The Modern Did a Rain Dance
Modern Luxury (March 2022 print issue & online) - Next Level: These innovators are leading the change, powering us all forward to level up Texas
PaperCity Dallas - See The Modern's Sensational 'Women Painting Women' Brought to Choreographed Life This August
