Seven ways NI arts & drama groups can use video to drive audiences and improve performances

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By Sophie McLaughlin


Game of Thrones. Liam Neeson. Derry Girls. Jamie Dornan.

In today’s fast-paced, media-obsessed world, most people will know at least one (if not all) of these stars/shows which all have one thing in common: their roots in Northern Ireland.

Over the last few years, the NI arts scene has exploded with names like these drawing attention to the talent Northern Ireland has to offer.

NI Screen, which helps fund major arts projects in Northern Ireland, has estimated that Game of Thrones alone has brought £147m into the local economy since production began in 2010.

With global focus on Northern Ireland’s creative exports, amazing theatres such as The Lyric and The Mac and their growing importance for NI tourism, the demand for arts/drama groups and companies is at an all-time high.

But why is drama so important?

Well, here are only some of the skills developed from it:

  • High levels of communication
  • Confidence
  • Team working and collaboration
  • Self-Awareness
  • Creativity
  • Initiative

Skills like these can be translated into many different aspects of life and increase employability which is why arts and drama groups have become so in demand across the country.

One way which you can ensure that your arts or drama group steals the spotlight in this developing market is through the use of video to draw attention to your company.

With visuals being a vital aspect of the arts, using video to market and advertise your productions or services can ensure that you maximise exposure.

Video is also a great quality control tool, allowing you to improve performances quickly and cheaply.

Video is incredibly flexible, and it’s not expensive any more. Here are examples of the types of videos you could consider to promote your arts/drama group include:

  • Shoot a trailer – advertise any upcoming plays or shows Hollywood blockbuster-style (like the one above, shot for RawLife Theatre Company)
  • Record your rehearsals – allow actors to re-watch their rehearsal process and pick up on any improvements
  • Create promotional videos – show potential audiences/members what is unique and interesting about your company or group
  • Record a full play/show – create a DVD which you can sell, creating interest and profit for future productions
  • Enhance performances – incorporate recorded video into the actual stage production
  • Record auditions – make sure you chose the best fit for your roles
  • Record the play as a podcast (if it’s suitable) – and bring it to bigger audiences including people in hospital or residential homes.

Video can allow an insight into your Arts or Drama group which written word cannot do alone.

With the arts increasing popularity in Northern Ireland, the market for drama groups, particularly for children, is becoming more competitive so why not make yours stand out from the crowd!

* SmartVideo’s packages start from £245. And we’ll add in advice on using video marketing tools for free.