Boy Blue’s Emancipation of Expressionism – directed by Danny Boyle

Emancipation of Expressionism is an 11-minute dance theatre film from Boy Blue Entertainment, choreographed by Kenrick ‘H2O’ Sandy and directed by Oscar-winner Danny Boyle.

The film premiered on BBC 2 as part of Darcey Bussell’s New Dance, in which Darcey Bussell stepped out of the world of ballet to present two modern dance works that take familiar genres into uncharted territory.

Sundae looked after publicity for both the film and the TV show.

There were a number of important key messages within the campaign, first and foremost announcing that the amazing Emancipation of Expressionism, a hip hop dance by Boy Blue Entertainment, had been selected by exam board AQA as the first ever hip hop dance on the GCSE Dance curriculum.

Boy Blue, in association with Artstrust, had a film of the dance commissioned by The Space, as an accompanying work, and secured Danny Boyle to direct.

Our role was to drive awareness of this important moment for diversity in dance, plus deliver a programme publicity campaign for the TV broadcast of Darcey Bussell’s New Dance.

We worked closely with the BBC Press Office, BBC production team, Dance Umbrella, Boy Blue Entertainment and The Space to ensure consistency across all communications and an equal representation of both films across all press activity.

Emancipation of Expressionism made a huge splash on its announcement to the press with key coverage in Sunday Times Culture, MSN News, The Drum, i News, The Stage, London Evening Standard, Aesthetica Short Film Festival, British Blacklist, Nubian Times and Hip Hop Kings Mag.

The TV show, Darcey Bussell’s New Dance, when went on to achieve critics choice / pick of the day in the Radio Times, Sunday Times Culture, i Newspaper, Mail on Sunday, Daily Express, Saturday Magazine, Daily Mail Weekend, Daily Telegraph Review, Financial Times, The Sun, the Guardian, the Times, What’s On TV.

Overall the campaign gained almost 100 pieces of coverage with a OTS of 643m.

 

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Our role was to drive awareness of this important moment for diversity in dance, plus deliver a programme publicity campaign for the TV broadcast of Darcey Bussell’s New Dance.