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Writer's picture Dance Culture Studios

The Art of Dance as a Business Model

Challenges in the Industry


The dance industry in South Africa presents unique challenges due to its relatively underdeveloped infrastructure compared to first-world countries. Many dancers secure work through networking and personal referrals rather than open auditions, which are more common in places like New York or London. This reliance on informal networks leads to inconsistent freelance work and often erratic, lower-than-expected payments. Consequently, many dancers accept remuneration below the value of their work simply to secure some income.

The Role of Diversification


To cope with these challenges, many dancers diversify their income streams by engaging in side hustles or alternative work that aligns with their interests and skills. This may include activities such as social media management, photography, videography, working in events, and technical aspects of events. While this diversification can be seen positively as dancers upskill themselves and add value to the industry in multifaceted ways, there is a notable skills shortage in the operations and administrative aspects of the industry. The sector is not highly formalised and largely operates on reputation and trust.

Proposed Solutions


Some individuals and organisations have attempted to formalise the industry and introduce infrastructure, but these efforts have often fallen flat due to minimal buy-in and economies of scale, making sustained efforts non-feasible. A potential solution would be to unify dancers by creating an organisation that caters to the majority. Once most dancers are supported in this way and working towards a common goal, the minority might see the benefits and be more inclined to promote and support such a system. Essentially, the dance industry in South Africa needs a union-type setup to initiate this process with a low cost barrier to entry.

Advantages of a Dance Union


Creating a union for the dance industry in South Africa could bring numerous advantages and require well-defined policies to support its members effectively. Here are the potential advantages and key policy areas for such a union:


Improved Working Conditions


• A dance union can advocate for better working conditions, fair wages, and reasonable working hours, ensuring that dancers are not exploited and receive appropriate compensation for their work.


Health and Safety


• The union can establish standards for the health and safety of dancers, including access to medical care, injury prevention programmes, and mental health support.


Legal Representation


• Members can benefit from legal representation in disputes with employers, including issues related to contracts, intellectual property rights, and employment terms.


Professional Development


• The union can provide opportunities for continuous professional development through workshops, training sessions, and networking events, helping dancers enhance their skills and careers.


Collective Bargaining


• By uniting dancers, the union can engage in collective bargaining with employers, production companies, and event organisers to negotiate better terms and conditions for performances and contracts.


Job Security


• The union can work towards securing more stable employment opportunities for dancers, including long-term contracts and benefits such as pensions and insurance.


Promotion of the Art Form


• A union can advocate for increased funding and support for the dance industry, raising its profile and promoting the importance of dance in cultural and educational contexts.


Community and Support Network


• The union can create a sense of community among dancers, providing a platform for mutual support, sharing resources, and addressing common challenges.

Existing Organisations


Several organisations in South Africa’s creative arts industries could potentially align with the needs of dancers. These organisations already advocate for the rights and interests of their members and could serve as a model or collaborative partner for a dedicated dancers’ union. Here are some notable ones:


South African Guild of Actors (SAGA)


• Focus: SAGA represents professional actors working in theatre, film, television, and radio.

• Relevance: They advocate for fair contracts, working conditions, and industry standards, which are issues also pertinent to dancers. Their experience in representing performance artists can be valuable for forming a dancers’ union.


South African Music Rights Organisation (SAMRO)


• Focus: SAMRO administers music rights and royalties for composers, authors, and publishers.

• Relevance: While SAMRO is focused on music, its role in protecting intellectual property rights and ensuring fair compensation is relevant for dancers, especially those involved in choreography and performance art that incorporates music.


Performing Arts Network of South Africa (PANSA)


• Focus: PANSA is a national network that supports the performing arts sector, including theatre, dance, and music.

• Relevance: PANSA promotes the development and sustainability of the performing arts through advocacy, networking, and capacity building. They already have a focus on dance and could be a suitable platform for dancers to address their specific needs.


South African Roadies Association (SARA)


• Focus: SARA supports individuals working in technical and production roles in the live events industry.

• Relevance: While focused on technical crew, SARA’s advocacy for fair labour practices and training could intersect with dancers’ needs in live performance settings.


Possible Collaboration and Formation of a Dance Union


If dancers were to form a dedicated union, they could look to these organisations for inspiration and collaboration. For example:


• Collaborative Advocacy: Partnering with SADA or PANSA could provide dancers with broader industry support and shared advocacy efforts.

• Shared Resources: Utilising the legal and professional resources available through SAGA or SAMRO can help dancers establish strong contracts and protect their rights.

• Network Building: Engaging with these organisations can strengthen the dance community and create opportunities for collective action.


By leveraging the strengths and experiences of existing organisations, a dedicated dancers’ union in South Africa can effectively advocate for the rights and needs of dancers, ensuring a vibrant and sustainable future for the dance industry.


Education and Awareness


To set up this kind of infrastructure would take an enormous amount of effort and investment of resources, including time and finances. It would also require the right human capital with the necessary skills and knowledge to facilitate this and ensure its success.


There are ways that work in South Africa where a private company or a non-profit organisation could be established to provide services to the corporate sector or apply for funding to support the creativity of individuals. These entities are often sustained through sponsorships, funding, grants, and other types of financial assistance. Many international organisations and embassies also support creative and cultural works in South Africa. However, these efforts largely operate in silos, and there is a significant barrier to entry due to a lack of education, awareness, and access to these avenues and opportunities.


There needs to be a large education drive to create awareness and a mentorship model established to teach arts practitioners how to sustain themselves through these funding avenues. Certain sectors of the dance industry have opted for the route of sporting codes due to the physical and skill levels required to dance at a high level. This might prove financially feasible in the future because it could attract larger audiences and support from both the private and public sectors.


Future Prospects


For now, the industry remains quite informal, although there are private entities that serve certain interests of the dancers and the industry. The informal nature of the industry lends itself to being quite exploitative and ad hoc, which was highlighted during the COVID-19 pandemic and subsequent lockdowns. Many dancers did not receive funding or financial support from the government or private sector because they lacked formal legal structures.


There are organisations that are trying to address the needs of the dancers but have not yet been significantly successful due to various reasons. Organisations such as the Federation of Dancesport South Africa, the Theatre and Dance Alliance, the South African Dance Alliance, and the Stand Foundation are showing signs of meeting the need to mature our industry in South Africa much more.


There is momentum building, and the future of the South African dance industry, especially for professionals, is maturing and developing. As more formal organisations gain traction, due to the expansion of this fast-growing sector of our economy, the dance industry can look forward to a more structured and supportive environment. This will help foster creativity, ensure fair treatment, and provide opportunities for growth and sustainability.


Conclusion


In conclusion, the creation of a union for dancers in South Africa could provide the necessary framework to support and enhance the industry. By learning from existing organisations and implementing well-defined policies, the dance community can build a stronger, more unified presence that benefits all its members. The future holds promise for a vibrant and thriving dance scene that can compete on an international level while nurturing local talent and creativity.

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