Emma Chadaway- Actor/Marketing

Emma

Emma is in the process of finishing her third and final year at the University of Lincoln studying a BA (Hons) degree in Drama. Her main role within Retold Theatre is as a performer, with a secondary role in marketing, particularly social media.

Emma’s main passion in theatre is contemporary, visual performance, with a particular interest in the work of Kneehigh Theatre.

Emma has been studying theatre for the past six years, and has gained lots of experience performing in shows at the University of Lincoln.  Most recently as part of a touring children’s theatre show as ‘The Beggar’ in Once Upon a Tale (2012) and also as Kate in The Taming of the Shrew (2011), as Alice in Closer (2011) and as Daisy in The Adding Machine (2011).  During this time Emma has also gained basic stage combat training and is keen to gain employment within the theatre.

Show Copy

As part of the preparation for Cagebirds, we had to create a short, 50 word show copy that would be used in the promotional brochure at the LPAC:

“What fascinates you?

Food? Illness? Scandal?

Do you think you could become obsessed by such triviality? Join us as we follow 6 characters that have fallen victim to such obsession.

When the cage door is opened, and their routine is shattered, how far will their obsessions take them? In this allegorical play by David Campton, society’s values are put into question as is the ability to accept change.”

Popular Posts

Whilst being in control of Retold’s Facebook and Twitter accounts as part of my secondary marketing role, I discovered that the most popular postings, for both reach and ‘likes’ were photographs. During the rehearsal process, many photographs were taken in order to document what we were doing and to update our potential audience members. Obviously, “one of the most popular features of social networking sites is the ability to share photos. In fact, Facebook’s photo-sharing feature is more popular than all of the other photo-sharing sites on the Web combined” (Zarella, 2010, p.63). With this in mind, I decided to focus more on the uploading of photo’s, but combining them with any information we wanted to get to our audience.
Wild One Photo

I uploaded this image of Alice during her first make-up testing, as well as everybody else’s make up tests. As a whole, uploading these photo’s proved to gain a large reach and attracted more people to our site. The combination of uploading a visually interesting photo, and also tagging the individual in each photo ensured that the maximum amount of people saw the photo’s, as they would appear on each person’s news feed. This proved an effective strategy, as over the time period of the make-up test photos being uploaded, both our ‘like’ count and overall reach increased.

The interest in photos lead to a decision to create a ‘Countdown to Cagebirds’ photo campaign. This involved Alice creating an image for each of the characters within the play, and numbering them in order from 1-7, with 1 being the most swayed by the Wild One, and 7 being the least.

The purpose of this was to create an online countdown for our audience, with one photo being uploaded to Facebook and Twitter each day, in order to create a sense of anticipation and excitement for the production.

Twitter Gazer

This proved to a successful campaign, as it attracted visitors to our page, presumably waiting to see what that days’ photo would be. Although this was not as successful on Twitter, with people not being able to actively engage as much as they do with Facebook. Overall, our Twitter account was the least successful social media platform, although it was regularly updated, it did not seem to gain the same sort of attention as the Facebook page. This may be because Twitter does not allow for as much engagement as Facebook, where you can ‘like’, comment and share, whereas with Twitter, you can only comment or re-tweet.

 

Works Cited

Zarella, D. (2010). The Social Media Marketing Book. Canada: O’Reilly Media.

Further Character Development

During the rehearsal process for Cagebirds, I found that I felt more comfortable and free with my character development once we had begun to rehearse with both props and costume. As Cagebirds is such a highly visual, physical piece, attempting to achieve the correct level of characterisation when having nothing to physically work with was particularly difficult. Not only this, but so much of the birds character traits are revealed in the way that they interact with things, meaning that once I had the props, I was able to develop my character as I was forced to decide how she would utilise the various toiletries that were available.

The main prop that I had consistently throughout rehearsals was a small compact mirror that I had been instructed to use as and when I felt it was appropriate. As my character was so painfully self-obsessed and constantly concerned with looking perfect I felt that she would probably be looking into the mirror for the majority of the time, even when talking to others. I played around with this within rehearsals, varying when I looked into the mirror and when I primped and preened with the make-up and hair supplies that were my other props. I felt most confident in my characterisation when using the mirror, particularly to deliver my lines to. I felt that my character would be more concerned with how she looked when she was saying things to others, rather than being concerned with how they took what she had to say. I also felt that this added another layer to my characterisation, as constantly looking at myself in the mirror when I was speaking became almost painfully difficult. The self-obsession of my character had to be at the highest level in order for me to match the other, more distinctive birds on stage. By forcing myself to consistently check my appearance at any given opportunity, it allowed the slightly darker themes of the play to come out. The themes of obsession, of trapping yourself and not wanting freedom felt extremely applicable to the Gazer, and I felt it was appropriate to never sit still, to always be looking in the mirror then finding some kind of beauty product to utilise. This became an almost frantic sense of never being satisfied, of attempting to reach an unachievable level of perfection, which I think added more depth to my character.

When attempting to create the physicality required for this production of Cagebirds, I undertook some research and was influenced by the work of Meyerhold, particularly his system of biomechanics which was a form of actor training involving using the physical body for expression. I was particularly interested by the way he wanted actors to acquire “the skill of expressive movement: to improve awareness of tension- relaxation; to subordinate movements to rhythm; to shift the balance; to fix positions,” (Kuzina). Meyerhold wanted to train his actors using etudes, which are defined sets of movements that allude to a certain activity. The “basic skills developed here are precision, balance, coordination, efficiency, rhytm, expressiveness, responsiveness, discipline and playfulness” (Pitches, 2003, p. 126). This seemed applicable to our production as we were all developing our own rituals for each individual character, similar to Meyerhold’s etudes. Meyerhold wanted biomechanics to “be a collective, not an individualistic, training and the idea of the actor fitting into a group was seen…to be healthily creative” ( (Leach, 1989, p. 73). This was extremely applicable to Cagebirds as although we were all involved with our own rituals, the overall effect was of us all participating in one large ritual, collectively.

Alicia had also suggested that each character had their own personal vocal ‘tick’, a sound that could signify the bird and allude to its personality through sound alone. These ‘ticks’ then grew to be more prevalent within the show, being overlapped and blended together to create different atmospheres at pivotal points during the production. My personal vocal ‘tick’ was difficult to create, some other actors decided that they would imitate the bird that they were portraying. I did not feel that this suited my character, who would want to appear as self-satisfied, contented and confident. We experimented with several choices during rehearsal but both Alicia and I felt that the noise that best suited the Gazer was a high-pitched, drawn out, contented sighing noise. This allowed the audience an insight into my character before I had even begun to speak, something which felt appropriate with the style that we had gone for as a company.

 

Works Cited

Kuzina, E. Biomechanics of V. Meyerhold for Contemporary Theatre . Available: http://www.biomeyer.com/main_en. Last accessed 25th May 2013.

Leach, R. (1989). Vsevolod Meyerhold. Cambridge: Cambridge University Press.

Pitches, J. (2003). Vsevolod Meyerhold. Oxon: Routledge.

 

Establishing an Online Presence

My secondary role during this process was as part of the marketing team for Cagebirds, we had allocated roles between myself and Alice, with Alice taking over the creative side and being in charge of poster and leaflet design and I took over the social media websites and any online presence.

As I have no experience within the marketing sector, I decided to undertake some research into how social media marketing works. Obviously “social technologies, on a mass scale, connect people in ways that facilitate sharing information”  (Evans, 2010). However, ““many “social media projects” end up being treated more like traditional marketing campaigns than the truly revolutionary ways in which a savvy business can now connect with and prosper through collaborative association with its customers. As a result, the very objective—engagement, redefined in a larger social context—is missed as too many “social media campaigns” run their course and then fizzle out” (Evans, 2010, p. 4). This important point shows how social media marketing must not be confused with regular print marketing, there is far more scope involved with social media, and the crucial word ‘engagement’ is important to note. Creating an online presence with which people can directly interact with provides a far more interesting and captivating experience for the consumer, in this case, potential audience members.

To begin the process, a Facebook page and Twitter account for Retold had been set up. Obviously, these two websites are the most popular social media sites, “more than 250 million people are active Facebook users… Twitter has more than 14 million registered users” (Zarella, 2010, p. 1). Obviously my intentions were not to reach the majority of Facebook and Twitter users but in today’s society, it would be ridiculous to not have a presence in such popular mediums.

The Retold Theatre Facebook page can be found here.

The Retold Theatre Twitter account can be found here.

After establishing the social media platforms for Retold Theatre, I began to plan my posting strategy. After conducting research, I knew the approach that I did not want to take, “marketers have been guilty of spamming the public message sections of related groups and pages,” (Zarella, 2010, p. 61). I was apprehensive of being the kind of page that posts on an hourly basis, things that are not of particular interest, just for the sake of posting. I wanted to ensure that the posts I made were relevant, interesting and engaging for the audience. I began by posting an update on our change of production:

First Post

The distinctive asset of social media marketing is the opportunity for the target audience to engage with the information you are providing. Facebook’s page manager allows you to see how far your post has reached and the ‘like’ button allows you to see how many people are actively engaging with your posts. For example, the above post reached 88 people, yet only gained 3 likes. This essential information allowed me to understand what people were most interested in, based on the correlation between audience reach and amount of likes.

Not only does Facebook’s page manager give you this basic information on your audience reach, it also provides far more detailed research on the type of people that your posts are reaching.

Overview

They also provide you with detailed information on the location, age and gender of those reached by your page:

Gender and Age

 

 

This constant stream of information meant that I could keep up to date with what kind of people we were reaching, as these were our target auidience. From the graph directly above, it is clear that the majority of people who had like dour page were both from Lincoln, and in the 18-24 age bracket. This was not surprising as the majority of them were students from our University, but the need to increase the spread to other age groups and maybe even further locations is obvious. This then lead to a discussion of how we needed to perhaps use more traditional printed marketing around Lincoln town centre, in order to gain more of a variety of visitors to our page.

 

Works Cited

Evans, D. (2010). Social Media Marketing. Chichester: Wiley Publishing Inc.

Zarella, D. (2010). The Social Media Marketing Book. Canada: O’Reilly Media.

An Introduction to the Gazer

When I was first introduced to the play, The Cagebirds by David Campton, I was immediately stuck by the scope that it allowed for the actors playing each role. The simplistic nature of the text and the lack of many stage directions meant that there would be a lot of characterisation work required throughout this process in order to create both an entertaining and coherent piece. This characterisation work would be a combination of my own personal research and opinions on the character and the director, Alicia’s vision for the overall piece.

At the initial read-through, Alicia had prepared a preliminary cast list for the actors and had assigned us each to a role. The character that I was assigned was that of the Gazer, who as a character has certain obvious attributes. On the first read through, I made some notes on my initial impression of my character:

  • Self-obsessed
  • Obsessed with appearance
  • Very proud
  • Fishes for compliments
  • Likes to think she is better than everyone
  • Materialistic
  • Shallow

These were very basic notes that had been jotted down as the read through was happening, but I wanted to ensure that my initial impressions were noted so that I could develop these as the rehearsal process went by.

During our initial discussions as a group, it was made clear that a lot of the pressure was on the actor’s portraying the ‘birds’ due to the plays static and at some points boring nature. This meant that a lot of individual research and character development was required. This seemed like quite a daunting task, so I researched actor training and looked at Stanislavski’s An Actor Prepares. It is said that “becoming acquainted with a part is a preparatory period in itself. It begins with one’s very first impressions from the first reading of the play” (Stanislavski, 1961, p. 3). I had made initial notes on my character and used these as a basis as they “are unexpected and direct…unpremeditated and unprejudiced” (Stanislavski, 1961, p. 3). Although this absurdist play perhaps does not allow for such a naturalistic way of preparing for a role, I wanted to dig deeper into my character in order to allow for an authentic portrayal.

We had agreed that the production would have a highly physical element, with all the characters having a particular bird assigned to them. This was a collaboration between the actors, the director and the costume designer. The bird that I was allocated was that of a peacock. I undertook some preliminary research into the behaviour of the bird, as it had been suggested that each actor would take on the ‘walk’ of their particular bird. I used the following video as a reference point:

I noticed that the peacock has a dinstinctive shuffle where it ruffles up its feathers whilst displaying them. I thought that this particular trait would really suit my own initial characterisation of the Gazer, as it comes across as attention-seeking, self important and proud. I trialed this movement during rehearsals, and got positive feedback from the director, Alicia so decided to keep it as part of my physical characterisation.

Whilst watching this video, I also took note of the particular head movements that the peacock makes, as we had been informed that we would all need our own personal head twitch throughout Cagebirds. I took note of how the peacock tends to move with its head first before its body, and attempted to copy this during rehearsals when examining the props surrounding me. This particular process was very difficult, as the non-naturalistic jerky movement was hard to maintain throughout. It required a lot of practice to get the right balance of head twitches, so that the impression of a peacock was given, without it being too much of a caricature.

I found the walk to be the most difficult part of my characterisation as the movement of a peacock is not particularly elegant, sophisticated or attention-seeking, something that I knew my character had to embody. During the rehearsal process, a lot of time was spent perfecting each birds’ individual walk, and many ideas were trialled. We explored the idea of a direct copy of the peacocks walk, but found that it did not give off the correct air of superiority, we also tried a strut, but felt that this was not bird-like enough. In the end, we settled on a slightly swaying totter, with more emphasis on the ‘shuffle’ than the walk. This was not only a character based decision, but a practical one, with my character having to navigate different levels frequently throughout the performance, this walk allowed me to do this quickly and efficiently.

Works Cited

Stanislavski, C. (1961). Creating a Role. New York: Routledge.