I never believe that I deserve to be happy. This reaction kicked in big time since I got a steady job. My emotions are a roller coaster: joy at the chance to perform, terror that the people in charge don't like me and resentment at not getting solo roles. I'm driving myself crazy.
—Terry, Philadelphia, PA
It's an ongoing question for large and small companies alike: How can we increase ticket sales? Tickets are the primary product dance troupes are selling. But what if there were other untapped avenues to make money, and even expand your audience in the process?
Some companies are exploring the possibilities. L.A. Dance Project recently launched the subscription-based ladanceworkout.com, offering streaming workout videos led by company members. Groups of all sizes and even some individual dancers have launched merchandise lines bearing their logos. And, of course, there's the perpetually innovative Pilobolus, which has been in the creative-revenue game for years, with books, advertisements, corporate appearances and more. Companies told us what it takes to expand revenue streams beyond ticket sales:
At a hip-hop event in Dakar, Senegal, Onye Ozuzu, dean of the School of Fine and Performing Arts at Columbia College Chicago, noticed a move that looked familiar.
"I had just come from seeing Don Campbell at a festival in Colorado, where he was talking about locking and the way people used to point at each other," she says. "At this b-boy battle in Dakar, I remember watching the points happen, but they were all loose in the wrists. The dancers weren't pointing at anything specific. I remember thinking, Oh, that's what happens when you learn something off of YouTube."
As early as 2001, hard-core dance fanatics with digital-media skills—not exactly a huge group of people—could swap rare dance videos using peer-to-peer sites like Kazaa. But it was four years later on Valentine's Day that www.youtube.com went live, and a vast repository of hidden dance history began circulating worldwide.
As a kid, I often had trouble getting any words out the way I really wanted to. I developed a fantasy where I could find each character from each story I read within myself, and use them to communicate. I was always "Evan," but embodying different characters broadened the way I could connect with people. I felt that each character was like an instrument and that communicating effectively required the whole orchestra.
Then, when I was 8, I saw John Cranko's Onegin. I hadn't known that dance could develop characters in a way that would resonate so strongly. It was the first ballet that made me want to dive into this life of expressing the human condition through the body. The role of Onegin ended up following me through my career, and it taught me to rely on my humanness.
You're standing in the wings, moments from entering the stage. You've done your planks to warm up your core, pliés to feel centered and dynamic stretches to loosen up. But your mind won't stop racing through all the ways your performance could go wrong.
Sport science strategies can get you in the right headspace. Photo by Thinkstock
Ideally, a warm-up should be more than just a physical preparation to dance. Because if you want to unlock your full potential, you need to get in the right headspace. "Your mentality is going to dictate which version of you comes out on any given day," says performance psychologist Dr. Jonathan Fader, who serves as director of mental conditioning for the New York Giants football team. These top strategies from the sports world can help you reach the state of mind that will serve you best.
Anyone can see that online influence can change how the average Joe or Jill is perceived. In dance, social media has helped boost familiar faces like Misty Copeland and Eric Underwood, who have both gotten athletic ad campaigns, book deals and endorsements.
Having a clear Instagram presence can help dancers create additional job opportunities within the entertainment industry. Check out these tips from four dancers who've used the platform to land new gigs.
Brooklyn-based burlesque troupe Company XIV isn't afraid to take risks. Nutcracker Rouge, their take on the holiday classic, features a cast of jack-of-all-trades dancers who double as greeters, ushers, singers, actors and aerialists, while baring a good amount of skin but even more confidence. (Disclaimer: The show is for mature audiences only.) What's most impressive about these artists is how captivating they are. Regardless of what style of dance you do, if you want to become a better performer, consider taking a page out of their playbook.
You've got to be "on" the moment the audience walks in the front door.
While directing and choreographing the Paper Mill Playhouse production of the musical Bandstand, Andy Blankenbuehler found himself tied into knots. After the wild success of the juggernaut Broadway musical Hamilton, for which he would win the 2016 Tony Award for Best Choreography, he began comparing his unsatisfactory rehearsal rut to what he called "the best work of my career."
"I was really struggling," he says. "I knew I wasn't reaching the same bar as I had with Hamilton." Seeing his frustration, his wife reminded him that there would never be another Hamilton—but that didn't mean his other work couldn't be great, too. "She saw how I was beating myself up trying to accomplish a similar thing." Happy ending detour: Blankenbuehler regained his footing and won his third Tony Award for choreography for the Broadway production of Bandstand.