Can Ballet be as Popular as "Dancing with the Stars"?
In a post earlier this week, "WHOA," Tonya Plank of Swan Lake Samba Girl blog writes about the massive audience for ABC's "Dancing with the Stars" in comparison to the relatively miniscule audiences for concert dance.
I had no idea there was this degree of difference between a popular TV show and ballet. I no longer think that the Internet is the be-all and end-all right now, the best way to reach out to people and gain new audiences. If the Internet is the future I don’t think it’s the present. The present is still the good old fashioned TV. Obviously the Internet is a good aid for promoting dance, through blogs and message boards, but there needs to be more ballet on TV. I don’t know how — commercials maybe? A full-length ballet once in a while like the Met Opera is doing. Except it needs to be on a basic network and during prime time...Tharp’s ballets are so modern, so fun, and so relatable. Certainly the same audience who gets so in to ballroom would be into her, right?! Or, Alvin Ailey’s The River or Pas de Duke, or Revelations even — they all contain some elements of Samba and Jive, etc. Anyone who takes any interest in DWTS would simply be blown away by those dancers and choreographies.
Tonya raises some good questions:
1) If DWTS is so popular, why aren't ballet and modern performances?
2) And given that there's already a huge audience for DWTS, how come these loyal fans don't become part of the audiences for concert dance performances? And,
3) Quoting from Terry Teachout's column, "Ballet, Never Head of It," in the Wall Street Journal that Tonya references,
...therein lies the challenge of reviving dance in America: Anyone who seeks to launch a new company, or revitalize an old one, must start by figuring out how to make large numbers of Americans want to see something about which they no longer know anything--save that Emmitt Smith does it [Smith won last year's Dancing with the Stars].
I think that there are a number of reasons why many dance forms are hugely popular in the US (by popular I mean people either watch or dance) but concert dances often are not:
1) The perennial difference between "high culture" and popular culture
2) Lack of exposure to and knowledge about ballet, modern and many other concert dance forms
3) Lack of an easy entry-point into some dance forms. In other words, the dances are inaccessible to the uninitiated
4) The embarrassment factor of believing that you will not understand what you're about to see
5) Some concert performances are boring and bewildering
6) The inaccessible way that dance reviews are written
7) The separation of concert dance from popular dances in the way the media covers (primarily writes about) dance. When did you ever read a review of a ballroom dance competition?
8) The unimaginative ways that some ballet and modern dance companies promote themselves and explain their works
9) The lack of industry-wide initiatives - especially on a national level - to build new audiences for dance
10) The historical elitism of the ballet. To quote from this morning's Baltimore Sun:
Classical ballet...emerged from the tradition of court dance in 17th-century France. It was dance done by and for aristocrats - and ever since, traditional dance has had difficulty defeating the perception that it is elitist and that a specialized knowledge is required to appreciate it.
Possible Answers
It would be great as Tonya suggests to have ballet or modern performances on broadcast TV. But I think that would be very difficult from a commercial standpoint unless you featured a dance company such as Pilobolus, which always sells out. Or maybe there is a variation of Dancing with the Stars for modern dance companies that could be on Bravo - but is there a large enough audience and this isn't broadcast TV?
For starters, many writers mischaracterize the state of dance in the US. In an article in the Los Angeles Times this week, "Ballet Pacifica Lacks Funds to Stay in Business," Mike Boehm writes about the soon-to-close Ballet Pacifica and its impact on the local dance community:
Ballet Pacifica's demise would deepen a widespread belief that Southern California is not fertile turf for dance; Los Angeles has not had a major ballet company since the Joffrey Ballet's Music Center residency ended in 1990.
Boehm is clearly referring to concert dance not dance in general. But writers are constantly doing this: They start with the very elite and condescending premise that there is only one kind of dance - concert dance - and all other forms of dance are not worth acknowledging. Because when you think about it, it is absurd to say that "Southern California is not fertile turf for dance" - there are many styles and types of dance that are incredibly popular in Southern California.
I make the above point about the use of the word "dance" because unless the performing arts dance community views itself as part of the larger dance community, it will be very challenging for ballet and modern dance companies to be more successful from an economic and audience development standpoint.
Take ballroom dancing. It is very popular in the US - partially spurred on by the success of Dancing with the Stars. There are many ways to enjoy ballroom dancing. You can watch or participate in professional or pro-am (professional-amateur) dance competitions. You can take American or International-style ballroom classes. And, of course, you can go ballroom dancing throughout the year - In DC alone there are many places to do this.
The question I take from Tonya's post is what is stopping these ballroom dancers from becoming fans of ballet and modern dance? These audiences - consisting of millions of people - are either avid fans of ballroom or are already ballroom dancers. The bottom line is that they are already engaged with dance.
What specifically would it take to convert some of these millions of ballroom dancers to frequent attendance at concert dances? How could you implement marketing campaigns and the Internet in particular to build this cross-over audience?
Making Dance More Accessible
Earlier this week I wrote about the new video series that offers a behind-the-scenes look at the making of the New York City Ballet's Rome + Juliet. The second episode was just published. This second episode focuses on weapons training - a brilliant theme if you want to make dance more accessible to a wider audience. Anybody whoever mocked dance or dancers would sort of have to be in awe of the skills of the dancers who not only have to master realistic sword-fighting techniques, but they have to do it to the rhythm of the music. It's time to sell season tickets to the millions of NRA members.
Ballet Isn't for the Elite
I've already mentioned a number of times the new video podcast series from the Anaheim Ballet that flat-out mocks the notion that ballet is an elite art form in its very enjoyable profiles of its dancers.
High-Quality Dance Videos on the Internet
Also, while I think it's tough to get ballet on TV networks, there are a number of important developments taking place in the world of online video distribution that will offer some compelling ways for all forms of dance to reach a larger audience. With the introduction of services like Joost, which will distribute high-quality video programming and the roll-out of devices like Apple TV, which connects your computer to your wide-screen TV, there are an increasing number of distribution outlets for dance videos.
I'm going to leave it there or I'll spend the entire day writing this post!!
Posted by Doug Fox on March 29, 2007 9:16 AM
TrackBack URL for this entry:
http://greatdance.com/mtadmin/mt-tb.cgi/684
Doug, Wow! Thanks so much for thinking so hard about this. I was half asleep and somewhat annoyed when I was writing my post, so I'm glad you really took off on it and thought things through more fully.
It really bothers me that ballet is still considered to be "elitist", and someone criticized me on my blog for reviewing rather "elitist" pieces, which I thought was strange since a good 3/4 of what I write about is ballroom and social Latin dance. I've been told I have a "breezy" relatable style in writing about my experiences in ballroom and social, so I'm now re-looking at my write-ups of the modern and ballet performances I attended to see if they were too intellectualized. I thought I used the same voice in talking about concert dance and ballroom, but perhaps I don't. Maybe, as you suggest, that's possibly a lesson to others who write about dance as well.
In general, I do think that unfortunately there is this (completely wrong) perception that all of those involved in the ballet world -- from the fans, the writers, the managers and directors, and even the dancers -- are all rich and white. This is ridiculous given that two of the currently most famous dancers -- Carlos Acosta and Jose Manuel Carreno are most definitely not from white upscale backgrounds. And there are many more; look at how racially diverse ABT is. Yes, as one of the articles you point to discusses, ballet may have that originated that way centuries ago, but, come on, we're living in the 21st Century right now and the ballet world is hardly what it was then.
John Rockwell wrote an article months ago surmising that perhaps the opera was doing better than ballet at drawing larger audiences because it was more "star driven." I think he has a point. When I try to point out what I said above to my ballroom and social dance friends, they've never heard of the people I'm talking about so it makes no sense to them.
I do think that some modern and contemporary ballets don't make a lot of sense to some people, but certainly the traditional story ballets that most large companies put on must not be over anyone's head. How could anyone not understand Cinderella or Sleeping Beauty? And, for me, for the ballets that don't have linear narratives (or that have narratives that I don't understand) I still enjoy watching the beauty of pure movement. It's not like the dancing on DWTS has a 'narrative' that people understand. I think spectators who enjoy the show are appreciating the movement, the way people relate to each other through dance, and the way the dancers express their personality both through their dancing and in the footage shown of the contestants off the dance floor. I know this is a poppy TV show, but I believe that these are all things that could be used to draw audiences to concert dance as well. I heard one woman in the ABT subscriber exchange line on Sunday complaining that she got great seats but her granddaughter insisted they all be changed so she could see her favorite dancers. I'm happy to see anyone perform at ABT or NYCB, but I too prefer to see my favorites if at all possible. You don't have to understand ballet technique in order to enjoy ballet; people are attracted to personalities.
Also, I definitely agree with your remark about Boehm -- Teachout was criticized by several fans of ethnic dance for doing the same thing in his piece that you and I link to. I think writers have to specify which kind of dance they're talking about and not assume that Dance is all one thing. Dance is many different things to many different people and if you say the word and you really mean ballet, it angers those who like other forms of dance because it sounds like the writer is invalidating those other forms, it distances them from you and perpetuates the 'us / them' mentality. We should be striving for the opposite in my opinion. Maybe I'm naive, but I do think these gaps can be bridged...
Anyway, I probably have to say, but have to get back to work now! Thanks for providing food for thought!