This chapter focuses on the relation between contemporary European dance and the new kinds of immaterial working practices of the postindustrial economy, drawing on critiques by post-Fordist theorists. In this new economy, artists are the model employees of the new work ethic due to their creativity, versatility, and skill at exploiting new opportunities. This raises questions about the extent to which dance artists’ virtuosity is being captured by the new economy or whether they have developed strategies for resisting it. The chapter therefore looks at examples where dance material has been circulating on the Internet, and in other forms of media, in the form of artists’ projects and as part of corporate advertising and promotion.
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