After the COVID-19 pandemic outburst, the Ural Opera Ballet needed money to carry out the concept of their new experimental ballet. The Humpbacked Horse is a classical performance modernized with a sprinkle of local vibe, gopniks* and rappers.
They launched a crowdfunding campaign, which brought in only ballet enthusiasts. But it collected just $2K.
A new audience required new approaches.
Together with Jaws, the region’s most popular brewery, we released Humpbacked Horse brand beer. A part of the profit was donated to the theatre. The crowdfunding campaign got rolling. In 2 months $80K were collected.
The ballet premiere took place in July 2021 and was a success.
All tickets sold out for the whole season.
*Gopniks are a local subcultural phenomenon, the youth of the industrial working class.