Sadler's Wells theatre seeks younger audience with Hot Cherry

Dance theatre Sadler's Wells is looking to boost interest in the performing arts among a younger audience with the help of Hot Cherry.

Sadler's Wells: Theatre wants to attract a younger audience
Sadler's Wells: Theatre wants to attract a younger audience

The boutique entertainment agency will assist the renowned venue in launching a pop-up London festival showcasing a wide range of dance styles, including hip hop, ballet and tango as well as live music, interactive art installations and film.

Hot Cherry will create a digital PR and social media strategy for Sadler’s Sampled to help the venue attract a new, younger audience.

Sadler’s Wells’ head of press Elin Morgan said: ‘Our remit with the Sadler’s Sampled festival was to reach new audiences, so we wanted to try something different in our PR strategy too.

‘Hot Cherry has a great track record promoting the arts in the UK and in reaching out to influential communities online. Having met with them, we felt they would be excellent partners on this project.’

Hot Cherry’s clients also include art institutions such as Tate, Arts Council England and Southbank and entertainment brands such as the BBC, Channel 4 and MTV.

Meanwhile, the firm has also picked up a brief to promote the launch of Wildseed Studio, an entertainment company launched by the former head of broadcast at Aardman Animations, Miles Bullough, and ex-BBC creative executive Jesse Cleverly.

Hot Cherry will also provide ongoing consumer and trade media relations, digital PR and social comms for the studio, which bills itself as ‘a next-generation entertainment content incubator.’

The new company offers funding and mentoring to entertainment projects, from films and books to apps and live shows.

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