In 2012, AGMA dedicated an entire issue of AGMAzine to technology and social media, topics that, at the time, felt both new and uncertain.
The Union was in the midst of a communications shift. As members increasingly connected online, AGMA began expanding how we reached them through our website, email updates, and early social platforms like Facebook and Twitter. What now feels routine was, then, a turning point. The idea that a union could communicate instantly, directly, and publicly with members and the public was still taking shape.
That issue captured a moment of transition. AGMA’s website was evolving into a central hub for auditions, contracts, and member resources. Email was becoming a primary tool. Facebook pages began sharing photos, updates, and organizing efforts.
It was also clear that these tools carried real power. During the Joffrey Ballet lockout, AGMA quickly created a Facebook page to share our story. Within hours, it gained widespread support, demonstrating how digital platforms could amplify artists’ voices and influence outcomes in real time.
In 2012, social media was important enough to warrant exploration. Today, it is central to how AGMA communicates, organizes, and builds power. Platforms that were once experimental are now essential. Instagram (surprisingly absent from AGMA’s conversation in 2012) has since become one of the Union’s strongest tools for engagement and visibility. We are no longer on Twitter (now known as X).
As AGMA celebrates 90 years, this issue reminds us that growth has always required adaptation. The tools may change, but our goals remain the same: to connect, inform, and uplift AGMA members.
You can explore this 2012 issue, along with all issues of AGMAzine, in the AGMAzine Archives on our website.