The Art of Video Storytelling

For the latest, gorgeous NSP promo video above, what was your starting point? Can you walk us through the concept and what you wanted to communicate about your business?

We’ve grown so much over the years, but some things have remained constant: our deep roots in dance, our commitment to joy and kindness, and our reputation for top-notch video quality.

Our team spent a good amount of time storyboarding for this video. What do we want to say? Do we write a script? We wanted the video to showcase our expertise, yes, but also how it feels to work with us. We’re super organized and “on it,” and we’re also very friendly and have fun. 

Gathering the footage for this promo took us on a beautiful journey through all of the incredible work our clients have created over the years. We wanted to show the diversity of both our work and our clients’ artistry. We also looked through behind-the-scenes footage of our team at work: setting up, behind the camera, enjoying each other’s company, interviewing artists… At NSP, we’re all about showcasing the beautiful gift these artists bring to the world, and we like to think we’re also a pleasure to partner with.

Ultimately, I’m proud that this promo reflects the exceptional quality of our work, made possible by the creativity and talent of our clients. We couldn’t do what we do without the amazing dance artists, choreographers, and performers we’re fortunate to collaborate with.

I will say the process was not easy. In fact, I felt it was harder than when we make films for our clients. We got there and we all had a rich, deep experience making it happen.

Video production often requires weigh in and approval from various stakeholders within an organization. How do you manage—or how would you advise arts marketers manage—competing priorities or opinions with video creative or messaging?

I am so big on this and have worked hard to “educate” our clients. When I am working with an organization, I talk to them about one person giving us notes so that we don’t get conflicting notes from multiple people. I do think this alleviates the back and forth within the organization as well. Like all things, it is a conversation, a back and forth, and essentially a collaboration to get to what the message is and the most effective way to tell the story.

Arts marketers often need to balance authenticity with ROI. How do you approach creating videos that feel genuine yet serve a clear purpose, like driving ticket sales or inspiring donations?

I learned early on as a business owner that marketing is just a way to share your unique gifts. It’s like setting out a tray of brownies you’ve just baked. Some people will love them, some will say “no thank you,” but it should feel good to share something you made with others!

If you’re promoting your work online, video is by far your best tool for selling tickets. It gives the audience a sneak peek at what they’re going to experience, making them more comfortable choosing to spend that time with you at your performance.

Consider:

• What does your audience want to know about the show?
• The general energy and tone?
• The movement language or musical genre?
• What helps them feel confident about their choice to spend on a ticket?

Keeping in mind that your relationship to your audience and staying true to the integrity of the work is how you develop an authentic connection. Honesty is best, integrity is best, and when we live by that—no matter what—then ROI soars. It is a law of the universe: the law of abundance. Sounds a little woo-woo perhaps, but I don’t think we can do it any other way.

What advice would you give to arts marketers who are new to video but want to start creating content that resonates with their audiences? Are there any quick wins they can achieve without extensive resources?

We always tell our clients that video assets are great because you can use them for a long time. Take Flightpath Dance Project, for example. Every time we talk to them, they mention how amazing it is that we gave them the RAW footage in 2020, and they’ve used it SO many times since! Don’t be afraid to dig into old footage and repurpose it. That’s what it’s for!! One other example, in 2016 I brought my team to film b-roll at Jacob’s Pillow. We captured drone footage, b-roll of the grounds, audience members, etc. and we used this footage up until a year ago (2023).

Quality video can be a big budget investment. How would you advise arts marketers to make the case to their leadership teams for an appropriate video budget?

Video rules the marketing world. I’m sure Capacity Interactive has MANY data points that illustrate this, but we know that video helps sell tickets, video encourages patrons to donate, and video tends to get high engagement on social media.

A large amount of our work every year is high-quality documentation of live performance, and I think that’s becoming more and more crucial that this kind of video documentation is as good as it possibly can be. We see performance video given to presenters to book upcoming tours, and for company archives to preserve a choreographer’s legacy and teach older repertory to new dancers…but we also see excerpts of that footage used to sell tickets and make compelling content for social media. With so many possible uses, we encourage every arts organization to include a budget for video documentation in their planning for every work, program, or season.

Our team understands the struggles of the arts economy, and we want all collaborators to be paid fairly for their contributions to your work. We know it’s challenging, but budgeting from the beginning for all components, including video, might help.

One more idea: as presenters plan for your next seasons, include a plan to gift high-quality video to your artists! They also need documentation for their own professional advancement, and providing footage of their performance is a great way to support them in their individual careers.

For organizations looking to work with NSP or a similar company, what should they look for in a video production partner? What’s essential for a successful collaboration in your opinion?

Experience and high-quality work is important, of course, but I love that you asked about a video production partner, because in my opinion, it’s always a better project if you find a true partner vs. having the mindset that you’re just hiring another vendor.

Willingness to collaborate is very important. Our team always brings a collaborative approach, and we like to think of our clients as our partners in inspiration. We’re there to help clients tell their story, but we also love to share our own ideas and expertise to do that.

The first step in our process is not actually pre-production—it’s what we call creative development. Letting us in on creative development means letting us join the discussion of your main goals for your video. We can accomplish so much together if we start the planning process from a collaborative and creative place, designing the storytelling arc of your video to capture every emotion and idea you want to convey and building a plan to produce it in the best way for you and for your audience.

Is there anything else you’d like readers to know?

Have fun and make video an exciting, creative part of your work. I just filmed a video I do every year for my email list at Thanksgiving. Since my kids were little we sent out a little cute Thanksgiving video. We planned it in 1 hour, filmed it on my iPhone and added some fun credits. I have very expensive cameras and so does my husband but for this, we thought, let’s be simple. It goes back to what a business coach said to me. Perfection paralysis gets you nowhere, so think ready, fire, aim. Don’t overthink. Some productions will be massive, high quality, expensive; some can be simple and on your iPhone.

Your Partner in Production

Nel Shelby’s passion for dance and expertise in storytelling have made Nel Shelby Productions a trusted partner for arts organizations like yours. Her insights remind us that, while budget and resources may be limited, the potential for a powerful story lives in every organization. A thoughtfully crafted video can be the bridge between an arts institution and its audience, inspiring connection, engagement, and support.

If you’re an arts marketer looking to transform your organization’s video storytelling, connect with Nel Shelby and learn more about how NSP can help you showcase your organization in a way that leaves a lasting impact.