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Rivers Agency has just launched a new website for Carolina Performing Arts, carolinaperformingarts.org. It’s a visually stunning online experience designed to bring an entirely new attitude to the traditional idea of performing arts. As the home for exclusive content about the UNC performing arts series, carolinaperformingarts.org is the go-to site for information about upcoming performances, visiting artists, and 24-hour ticket sales. But it’s the dynamically reimagined aspects of the site that makes it the Triangle’s premier online destination for experiencing the arts, and a project we’re extremely proud of.

Carolina Performing Arts

Among the site’s impressive features is the Listen, Watch, Learn section, which boasts unique performance videos, exclusive interviews and striking photography. The idea is to allow visitors to access and experience the performers’ work more completely—whether it’s behind the scenes with an internationally recognized company like the Alvin Ailey American Dance Theater or being introduced to an adventurous new artist like Basil Twist.

Listen Watch Learn

Another major point of emphasis at Carolina Performing Arts is a concentrated effort to move beyond the limited, traditional understanding of audience engagement. In conjunction with the 2012-13 season, which brings in artists whose work presents—and challenges—viewpoints, the driving principle of the site is to create a community where arts enthusiasts can exchange ideas and points of view. With that in mind, we’ve built the site to be completely integrated with social media, so users can not only engage the content but, most importantly, share it, thus attracting audiences who may not be aware of what Carolina Performing Arts can offer them. Essentially, instead of simply consuming information, the site allows users to participate in the information, to personalize it and, ultimately, to make a more meaningful connection with artists and performers.

As Mark Nelson, director of marketing at Carolina Performing Arts, said, “With the launch of our new, upgraded website, Carolina Performing Arts is better positioned to focus on audience engagement, extending the experience beyond the walls of Memorial Hall. We’ve made it very simple for patrons and students to find a wealth of exclusive content on every artist we’re presenting. We’re trying to create new ways to expand the overall impact of each performance.”

The website features an innovative design and bold graphics, while still remaining intuitive and easy to use. It’s mobile-friendly, easy to access, and completely functional on a smart phone or tablet. While there, visitors to the site can also access theriteofspringat100.org, a microsite Rivers Agency developed last fall to serve as a focal point for the yearlong celebration of the 100th anniversary Stravinsky’s Rite of Spring sponsored by Carolina Performing Arts.

Two other new features include a free events page and a blog. The free events page lists upcoming artist discussions, master classes and other educational opportunities designed to extend the arts experience from the performance hall into the community, while the blog keeps visitors informed on up-to-the-minute news and information. The artist resources, free events and blog are “essentially a backstage pass that expands and enlivens the performance experience,” said Nelson.

CPA Blog

Working with Carolina Performing Arts has been incredibly rewarding. Their compelling mix of artists, performances and community engagement continually inspires us, bringing out the best in our creative teams. We think this new website showcases some of our most successful work yet—take a look and let us know if you agree!

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