In the past, dancing was not a considered a profession. With the reinvention of dancing as a performing art with purposeful selected sequences of movement, it has become a money spinner that many brands are ready to pay for to attract attention, writes ADEDEJI ADEMIGBUJI.
As the activities of brands and marketing continue to evolve, the demand for dancers and dancing instructors is rising by the day. The need is propelled by efforts of brand owners and their marketing agencies to engage consumers through entertainments at brand activation shows.
Some of the great shows that have attracted the attention of young graduates and the youth in dancing are Nokia Marathon Dance, Nokia Silverbird Danceathon, Multina Dance Hall, among others.
These shows have produced great dancers who have turned social fun-seeking performance into a big business that attracts fees and charges, taking dancers to travel across the globe.
Nigerian dancer, instructor and choreographer, Kafayat Shafau-Ameh, popularly known as Kaffy, hit the Guinness Book of World Records for dancing for 53 hours, 30 minutes during the Nokia Marathon Dance in 2006.
She qualified as the most enduring dancer out of many who could not make it up to the end in the competition. While the idea was to activate the Nokia brand, the show has made dancing a profession beyond the fun or social activities attached to it over the years.
Now, Kaffy runs a school where instructors and dancers are trained for the bourgeoning industry.
“I chose it because it has become a career. People are making money from it. Hobbies turn to jobs. You like to write and become a journalist; if you love to cook, you will become a caterer. It is better to do what you love and channel it to humanity; you will make money because people will need your help. If you are dancing in the house and somebody tells you that it is good and asks you, ‘Can you come and dance on my birthday? I will pay you some amount of money.’ It will become a service and you will actually do it well because it is something you do even when you sleep and wake up. It is a career and people will pay to come and learn,” she said.
She said further that she runs a dance school called Imagnato Dance Company. “It offers services like teaching young people how to dance for fun or for commercial purposes. We also have older women and business class for those who want to keep fit. We also do personal training, total and general body weight loss, diet plan, and nutrition analysis, among others,” she said.
Little wonder, most schools (primary and secondary) in Lagos and other cities, now invite dance instructors to coach pupils the techniques and art of dancing, especially when such schools have events and ceremonies.
These instructors are usually paid handsomely for their expertise and time. A job-seeker only needs to explore his or her talent in dancing to fit in and explore the profession. Interestingly, the tough economic times have made many a job-seeker to look elsewhere by being creative; using their God-given talents to make ends meet. A talented dancer, who has horned his skills in dancing doesn’t need to look further in search of the golden fleece. His or her feet can pay the bills.
Skilled dancing is not common to all and not everyone is blessed with it. And when the need arises for it, a dance instructor comes in. People looking to keep fit and stay in shape, nervous brides and grooms or someone hoping to boost his or her confidence on the dance floor are all potential students.
What is dance?
Dance is an art which allows people to move their bodies to express themselves in a non-verbal form. It is usually accompanied with music. Various ideas and emotions are expressed when dancing. Some dance steps are used for storytelling, while some others are in form of pantomime, ballerina or contemporary dance. However, dance has gone beyond a mere form of art to becoming an act, which could be learnt and mastered.
Since dance is a physically demanding art, a dancer must work very hard to stay physically fit. This will often include a strict diet, with a rigorous exercise routine.
Dance could be categorised into various forms and styles and each style has its own message and unique steps. One good thing about it is that you don’t only learn how to dance, but you will become a professional dancer.
There are many reasons people choose to learn to dance. It could be for making new friends, a way to exercise their body or a way to fight shyness.
Technically, a formal education is not absolutely necessary for a dance career, but studying under an experienced dancer or in a prominent dance school can be very helpful.
Most dancers start their careers at a very young age. Professional ballerinas, for instance, usually start dance classes at tender ages before they are enrolled in school. As they grow older, they move up to more advanced classes.
During their teenage years, dancers could also choose to attend special performing arts or dance schools. Though they will get a general high school education in these schools, young dancers will also take various dance classes in order to horn their skills. After high school, some dancers prefer looking for work, while others choose to attend tertiary institutions or a performing arts school.
Choreographers and dance instructors should always have a solid dance education. Ideally, they should be well-rounded and be able to perform many types of dances. They should also be very experienced and talented in at least one particular type of dance. However, a dance instructor may need to get his or her instructor’s certificates, especially if he or she will be coaching pupils.
Benefits
A dance instructor can get started because he or she needs little money to start. Findings revealed that no expensive equipment is needed to teach someone to dance. rhythm (music) and know-how are what dance students need to get started.
A quality dance class is worth the cash. The United States Bureau of Labour Statistics puts the average yearly earnings for instructors in dance studios and schools at $34,460 and that is why many youths are taking interest in it.
Requirements
What is needed most is passion for dance. Many people, who sign up for dance classes, are looking for how to master simple steps. The instructor’s enthusiasm can be contagious for new dancers. A love of the craft will inspire students in a dance class to keep trying and, more importantly, keep coming and paying their fees.
Ability to train others on how to dance is trickier than just being able to dance. To teach some dances, an instructor has to do both the male and female parts, which basically means knowing how to do a dance in reverse when the need arises.
The most important part of any new business is attracting customers. Experts say it is ideal to teach in a dance studio or school with an already established clientele. The smart way to attract students, they say, is by going to schools, contacting people through online and newspapers, distributing fliers around the neighbourhood, or use the best idea-the all-important skill of networking.
A 21-year-old Olamidun Majekodunmi is taking the big leap into the world of dance. She is instructing at a dance studio in Lagos.
As a young girl, Majekodunmi fell in love with dancing while growing up in the U.S. Born in Ibadan, Oyo State, she moved to America at the age of nine and took her first contemporary dance class at the age of 10. Now 21 and back in Nigeria, she is passionate about giving other young children the opportunity she had and has set up a one-of-its-kind contemporary dance school, The studio, where she grooms young children’s talents with professional dance classes.
Situated in the heart of Abuja, Majekodunmi and her team of professional dancers offer classes in ballet, hip-hop, theatre, music, creative arts and fitness to help build their dreams. The studio also serves as a play centre and offers children’s party planning services.
She identified the following as different types of dance.
“Ballet is one of the most common types of dance, and many other types of dance are actually based on ballet. This style of dance has been around for centuries, and it is often considered to be one of the most beautiful. Although classical music is usually used to set the scene for a ballet, other types of music can be used as well. Modern dance is similar to classic ballet, but it does not follow the same strict rules, guidelines, and dance moves.
“Tap dancing is another popular form of dancing. Unlike most other dancers, tap dancers need special noise making shoes with metal plates that make a tapping sound when the dancer strikes her foot on the floor. Along with expressing herself through movements, a tap dancer will also usually add to the rhythm of the music – or make her own music – by tapping her shoes on the floor.
“Jazz dance consists of very bold moves and it is often set to upbeat, energetic jazz music. Unlike some other forms of dance, the intrinsic nature of jazz dance often allows dancers to add quite a bit of personality to their performances.
“Hip hop dancing and break-dancing are both very new types of dance. These types of dance are set to modern hip hop music, and dancers are often encouraged to improvise different dance moves,” she said.
Some other popular forms of dance, she said, may include folk, Latin, and western dances.
Given that this sort of business is pretty unique in Nigeria, the response, she said, has been quite favourable. “We also have a strong marketing plan so we’re reaching out to our target market every possible way we can. People always call to say how they’ve been looking for a place like The Studio and they love the idea behind it. It makes me feel really good,” she said.
Some dance schools in the country are: Vivace Koncept Inc., Pedro, Gbagada Phase 2, Shomolu, Lagos; Kay C & Jonah Dance Company, Lawanson, Surulere, Lagos; The Dance Company; and Sport Technical College, Orozo, Nyanya, Abuja.
Others are Black Roots International Dance Company, Ikoyi, Lagos.
