At New York City Ballet and American Ballet Theatre, contributions from Black artists this season have opened doors for new audiences, including first-time visitors.

When the New York City Ballet announced last fall that the company had commissioned Solange Knowles, the Grammy-winning singer and multimedia artist, to compose an original score for a new dance, the news sparked a flurry of excitement online. Knowles provided the music for “Play Time,” a dance by Gianna Reisen, the company’s youngest choreographer. For some visitors, Solange was the decisive hook. 

For an artform that’s been around seemingly forever, the need among ballet companies to draw in new audiences while also retaining current support, and to remain relevant in the 21st century, has been a major focus. Some observers online said Knowles’s involvement was the push they needed to finally see a ballet. According to a New York City Ballet spokesperson, first-time attendees accounted for 73% of single-ticket sales for the performances that featured “Play Time.”