Survey of Arts Management

Course blog for American University PERF-570, Fall 2014

Cirque du Soleil and Drones

I came across this article and its accompanying videos last week and was reminded of it during our discussion yesterday of Cirque du Soleil using the Blue Ocean Strategy. Once again, Cirque has delved into a sub-industry of the circus, first by producing this as a short film, bringing media into the equation as an extension of their live performances, and also by adding technology to its ever-growing repertoire of performers. Welby Altidor, the Executive Creative Director of Creation (what a title) said that he “wanted to explore what we could do with emerging technology.” I think they’ve integrated it into their brand seamlessly.  I also love the use of the drones here as if they too are human performers. Overall I think this is a beautiful and brilliant use of technology. The video below the article on how they did it is fascinating as well and gives insight to the creative process.

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2 comments on “Cirque du Soleil and Drones

  1. Jenni
    September 30, 2014

    My favorite thing about this is that they are taking a word like “drone” which can have such bad connotations these days, and making it something that is creative and even capable of bringing joy. I also love how well choreographed the video is and that it’s a live action recording and not digitally inserted. I think this technology would be a cool incorporation into a show, but unless they expand the idea, I don’t think it could sustain a whole show. But it would definitely be an interesting theme and motif.

  2. dianalfreeberg
    October 1, 2014

    I agree with Jenni about the repurposing of the word “drone”. What a powerful message to every one out there using the word negatively. If anyone can incorporate technology in a new, advancing way, it would be Cirque. I’m excited to see how this develops!

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