Cookbook Media has been appointed by the Alvin Ailey American Dance Theater as its representative for digital, broadcast and IP licensing projects.
“Ailey has become world-renowned for inspiring and uniting with the extraordinary artistry and passion of its live performances for an estimated 25 million people in 48 states, as well as 71 countries on six continents,” says Bennett Rink, executive director, Ailey. “Our legacy continues through our core principles: that we are driven to ever greater heights of excellence; that we are inspired to hold a mirror to society to illuminate the human spirit, unlock potential and spark change, build community and celebrate diversity and connect through a common love of dance. I can’t think of a more pertinent time to further our mission through the development of new content and other brand initiatives, and we are confident that Cookbook Media is aligned with our vision and is the right partner to develop and execute our strategy.”
Cookbook Media’s role will be to explore content partnerships with international broadcasters and streamers, guide the development of new programming and establish a global consumer products strategy inspired by the incredible artistry of the iconic dance company.
Cookbook Media will collaborate on the development and production of original content that gives an exclusive view into the company, its mission and creativity. Some of the projects currently being explored include original dance works created for the camera by leading choreographers, a behind-the-scenes limited series documenting Ailey dancers as they rehearse a new ballet, leading up to its opening night; and a kids series to celebrate the joy and inspiration of dance and introduce Ailey’s cultural relevance.
Potential projects explored by Cookbook Media on behalf of Ailey will also include new productions of classic stage performances, such as celebrating the 50th anniversary in 2021of Alvin Ailey’s tour-de-force “Cry.”
Additionally, Cookbook Media will develop a strategic consumer products plan to engage in collaborations to broaden the reach of the Ailey company to fans and new audiences around the world. In development are concepts for apparel, home décor, art, publishing, body cosmetics, jewelry and more.
“We are honored to have been appointed by the Ailey company to bring their incredible talent and artistry to audiences everywhere,” says Claudia Scott-Hansen and Rob Bencal, co-founders, Cookbook Media. “This is the first time since the Ailey was established in 1958 that media platforms will be able to partner with the Ailey company to bring their innovative and passionate performances to a mass audience, and we anticipate broad interest across the globe. With their enormous fan base, the natural progression for this beloved cultural institution is to develop new ways for audiences to share in the community of dance, and we look forward to working together to develop new programming content and brand extensions.”