Judith Mackrell asks  Is ballet’s future in America?

I’d love to believe that better marketing is all that it would take but the issues are much deeper than that. Marketing is more than just the packaging of an artistic product, it’s not just decorations that make people buy it. True transformative marketing may require branding that is different from what the artist has in mind. It would be marketing managers saying “your work doesn’t fit our marketing plan… sorry, try again.”