In 2009 ‘Broken Records’ was Chloe Loftus Dance’s first venture into pop-up performance. Inspired to engage new audiences to their full-length theatre performance, the piece was a 10-minute fast, physical and fun short created as a marketing and audience development campaign. Chloe collaborated with media company Widelode and premiered the work in Buffalo, a popular Cardiff bar, before subsequently touring the piece as a prelude to the company’s full evening of work, DUCO. Originally choreographed within the DJ’s set, ‘Broken Records’ saw a trio break into dancing on tables, play fights and ordering shots at the bar alongside AV footage before dissipating back into the crowds.
The project was a great success and stemmed the company’s strong passion for outdoor and pop-up work and their aspiration to engage new audiences to dance theatre.