JAMES HOSKING: VIDEO EDITOR / PRODUCER,
SAN FRANCISCO BALLET (2010-2018)

I was hired in July 2010 to launch SF Ballet's video program and devise the content strategy. I produced, shot, and edited all digital video content including  documentariesbroadcast spotsprofilesteasers, calls to action, and on-site video installations. To date, this was a total of over 250 online pieces and 51 broadcast spots.

I also managed SFB's YouTube channel which has:

  • over 4.3 million total views (annual Facebook video views in 2017 were 4,226,776)
  • nearly 24k current subscribers

SF Ballet is the oldest professional ballet company in the United States and has been hailed by The New York Times as one of the “spectacular success stories of the arts in America" and a "national treasure." 

Other Highlights: 

  • My videos helped generate more than $21 million in annual ticketing revenue
  • My work appeared at Lincoln Center, the War Memorial Opera House, DeYoung Museum, and the Museum of Performance and Design. 
  • My work was regularly featured on the San Francisco Chronicle's site and was recently praised as "crisply edited."
  • My videos were the centerpiece content for SF Ballet's first iPad app funded by the Irvine Foundation.
  • I played a key leadership role in the conception and execution of World Ballet Day Live, a twelve-hour live streaming event, collaborating with ballet companies and production personnel in Australia, Russia, London and Toronto. I developed the content plan and produced / edited all pre-recorded content. The broadcast reached 195K viewers with an average watch time of more than 29 minutes.

SHORT DOCUMENTARIES

I produced over 100 videos designed to give viewers more insight into the creative process and history of ballet.
Subjects include choreography, music composition, set and lighting design, and conducting. 


TV SPOTS

I edited and produced all of SF Ballet's 51 broadcast spots from May 2010 to March 2018. I developed the production calendar, selected and licensed music, selected voiceover talent, edited the video, designed all graphics, coordinated mix recording and delivery with outside vendors, and trafficked to the stations. Repertory TV Spots net 40+ million impressions each and the annual Nutcracker campaign yields 70+ million impressions. 


PROFILES

I created over 50 profiles of dancers, teachers, students, musicians, designers, and other individuals who worked within the institution or collaborate with it. These appeared in ticketed programming at the War Memorial Opera House and in exhibitions at the DeYoung and Museum of Performance & Design. 

PREVIEWS & TRAILERS

Each year, I created new annual trailers for repertory programming and development events. This includes the SF Ballet Gala (which raises over $2.5 million annually), trailers for Nutcracker, and the Student Showcase performance, among many others.

CALLS TO ACTION

I crafted personal appeals that engaged SF Ballet fans—as well as the larger arts community—in fundraising and crowdsourced content initiatives. These functioned as key communication pieces in e-mail campaigns. 


INTERACTIVE PROJECTS

2014-2015
World Ballet Day: A 4 hour streaming broadcast of company class, rehearsals, and interviews. I helped produce the content plan and produced / edited all pre-recorded content. The broadcast had over 195K views and an average watch time of more than 29 minutes.
2013
SF Ballet Nutcracker Storybook iPad App: The institution's first iPad app, featuring 15 original videos including interviews, instructional videos, and short documentaries
2012
Nutcracker Interactive Guide to Our City: A ‘12 Webby Awards Honoree, including 6 videos

ON-SITE VIDEO

2017
2 videos for sold-out Farewell Performances
2016
3 videos for sold-out Farewell Performance for 3 Principal Dancers, The San Francisco Chronicle praised them as: "crisply edited."
2011-2017
Video for War Memorial Opera House ticketing windows, bar and lounge area monitors
2013
Lobby video for Lincoln Center engagement
2012-2013
Nutcracker Digital Billboards for Westfield
2012
Trailer and documentaries for the DeYoung Museum’s
exhibition, Rudolf Nureyev: A Life in Dance 
2010
Helgi Tomasson: A Life in Dance,
Museum of Performance & Design Exhibition

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