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    Houston Ballet's new star

    Ballet star Angelo Greco leaps from California to new principal role in Houston

    Tarra Gaines
    Apr 29, 2024 | 3:17 pm

    People moving from California to Texas have become a regular occurrence in recent years, yet seldom do they make the leap for a new dance adventure. But such is the case of San Francisco Ballet star Angelo Greco who will join the Houston Ballet in July as a principal dancer. CultureMap recently spoke with the international dance star — he has almost 150,000 followers on Instagram — as he prepares to join the Houston Ballet team.

    Born in Sardinia, Italy, Greco trained in his teens at Il Balletto di Castelfranco Veneto and then the world renowned La Scala Ballet Academy in Milan before joining La Scala Ballet where he was offered a life contract. While such a contract might have kept the European dance spotlight on him for his entire career, in 2016 he decided to find a new home at the San Francisco Ballet when he was only 21. That need to move and take risks seems the motive for his next jeté forward to Houston.

    “In the last few years I was feeling very comfortable. Sometimes as an artist you need a new start, a place where you get new motivation to grow,” he told CultureMap, adding, “Sometimes you don’t think about it. Sometimes you need a change to start a new adventure, otherwise you just sit and get too comfortable.”

    Greco had worked with both Houston Ballet co-artistic directors, Stanton Welch and Julie Kent, in the past. He first met Kent during her own career as a superstar prima ballerina when he was training in Italy, and Greco work with Welch when he choreographed new work for the San Francisco Ballet. Greco says he actually reached out to Kent when he began to contemplate his next move.

    “From there it was very quick how it happened. It felt a bit like a wave crashing over me. But as soon as I talked to both of them I felt that energy.” Greco says once he made the decision, he knew it was the right one.

    “This is the thing I need to motivate myself to do something new and have a new experience.”

    We spoke to Greco while he was in rehearsals for Swan Lake, his last production for the San Francisco Ballet as a principal dancer, and he said this swan song performance is a very emotional experience as he says goodbye to the people and city he has grown to love, but he seems to keep an explorer or adventurer’s philosophy with his Arrivederci.

    “That’s part of life. You fall in love and then you move on.”

    As Greco looks forward to new challenges at the Houston Ballet, he discussed his previous work with Stanton Welch when the San Fransisco Ballet premiered Welch’s Bespoke to the world in 2018.

    “I’m very difficult to work with sometimes,” Greco admits with a laugh, explaining that he usually prefers classical ballet over some contemporary movements. “But I did love the way I felt on stage, because his [Welch’s] movements, I believe, are very classical. Since I love classical, that was perfect for me.”

    Over the years, Greco has worked with some of the most acclaimed choreographers on world premiere dances including Yuri Possokhov, Helgi Tomasson, Dwight Rhoden, Christopher Wheeldon and of course Welch. One fascinating quirk of dance terminology is that when choreographers create a new dance, it is describes as creating a work “on” the dancers. Asked about what it means to have a new dance created “on” him, Greco became a bit pragmatic and poetic.

    “As dancers we’re sort of words. I’m not a choreographer, but for them it feels that they come in and they’re trying express their own thoughts, their own imagination and so to express that, they use us. So we are their words. They’re trying to create a story but they use us to express something that they want to say.”

    He admits sometime dancers don’t necessarily want to be those exact words, but that’s part of the communication process.

    “Sometime when you work with someone, it does mesh and sometimes it doesn’t. So it means maybe that dancer does not think the same words that the choreographer wants to express and so it doesn’t work.”

    But when it does work, some great ballets are born.

    When talking of the recently announced Houston Ballet 24-25 season, Greco looks forward to the classics in the lineup, like Sleeping Beauty, and also the possibility of tackling Welch’s technically demanding Velocity. But he seems most excited to perhaps be a part of Welch’s next world premiere the full-length classic story ballet Raymonda.

    Angelo Greco in Helgi Tomasson's Caprice.

    Photo by Erik Tomasson. Courtesy of San Francisco Ballet.

    Angelo Greco in Helgi Tomasson's Caprice.

    Along with exploring new dance worlds onstage, he says he’s anticipating getting to know Houston, especially the city's art scene and museums. While he’s still processing the dramatic change in scenery, he knows Houston is the right decision.

    “Sometimes you don’t know why you make a change. Sometimes you just go with your feelings because it feels right. And then you grow from there,” he says, and also describes they feeling he had during an earlier trip to Houston to visit his new ballet home, “That’s the way that I felt when I walked in the building. It felt exactly like I wanted to feel, calm and ready to work. That’s the only feeling that an artist needs. When you feel ready to work that’s when you can create and grow.”

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    building ballet's brand

    Houston Ballet recruits ex-Netflix exec to serve as first-ever CMO

    Holly Beretto
    Jan 15, 2026 | 9:45 am
    Adama Sall headshot
    Photo by Grace Hwang
    Adama Sall starts as the Houston Ballet's first-ever chief marketing officer on January 26, 2026.

    The Houston Ballet announced it has hired Adama Sall as the organization’s first-ever chief marketing officer.

    Sall, who starts her tenure with the Ballet on January 26, will oversee all marketing and brand strategy as part of the executive leadership team. Sall brings more than 20 years of experience building global, culturally influential brands to this newly created role.

    “Having worked with the best and the brightest, Adama is passionate about what Houston Ballet is set to accomplish, including building a brand that feels essential, modern, and deeply integrated into people’s lives,” executive director Sonja Kostich said in a statement. “We are focused on aligning how we show up across ticketing, digital platforms, public relations, events, education, and community engagement — so that every touchpoint tells a cohesive, compelling story. This is not about following traditional ballet marketing playbooks, this is a rare opportunity to shape the identity of an already stable, well-resourced organization and bring fresh creative energy to an institution poised for reinvention. We are thrilled to have her joining us at this pivotal moment for the Company’s growth.”

    Sall is excited for what comes next.

    “Sonja's vision for elevating Houston Ballet into a global cultural force resonates,” Sall tells CultureMap. “It reflects the kind of bold ambition I grew up with in advertising: building iconic brands, reshaping categories and setting aspirations that inspire not just an entire organization, but the culture at large.”

    Throughout her career, Sall has worked with both top creative agencies and held in-house leadership roles at some of the most innovative, culture-shaping companies in the country. She is known for collaborating with deeply creative teams and partners who are ready to think differently, and for translating big, imaginative ideas into scalable strategies. She has partnered with leading agencies including Mekanism, Ogilvy & Mather, BBDO, McCann, TBWA\Chiat\Day, and R/GA, and has led brand strategy for some of the world’s most recognized companies, including Disney, Coca-Cola, HBO, Gap, Peloton, Starbucks, Ben & Jerry’s, Samsung, Jeep, Nasdaq, HP, GE Appliances, and UPS.

    During her time as director of global brand strategy at Netflix, she helped create brands that maintained consistency in different mediums worldwide. That worked is credited with helping the streaming platform drive "global cultural conversation," according to press materials.

    “Arts marketing is similar to my work in entertainment at Netflix,” she said, explaining how marketing an organization like the Ballet can be unique. “We weren't just selling a product or a service. The marketing was centered on building meaning, emotion and cultural value. In the arts, brand doesn't just support the mission, it is the mission made visible. At its best, arts marketing invites people into something that matters, amplifying artistic intent.”

    As chief marketing officer, Adama will develop integrated marketing campaigns that elevate Houston Ballet locally, nationally, and globally. She will oversee digital, social, content creation, public relations, and brand storytelling, all designed to raise Houston Ballet's profile and make a compelling cultural case for ballet overall.

    “I'm eager to dive in,” Sall said. “One of my favorite parts of brand strategy is listening and learning, then translating those insights into a fresh perspective that inspires people to see ballet in a new light. Houston Ballet is a powerhouse, and I can't wait for more people to discover it.”

    Sall holds a degree in Cultural Anthropology from Columbia University and is a longtime mentor, educator, and advocate for diversity in the creative industries.

    In a press release announcing her appointment the Ballet noted that Sall’s hiring reflects a continued evolution toward a more integrated, future-facing approach to the Ballet’s brand and audience engagement.

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