Dear advertising and casting departments and agencies all over the world,
Hello, I am writing to you on behalf of the entire dance community. We really, really, really are very thankful that you see us as a niche market that hasn’t been tapped by mainstream brands. And to be honest, we like the product that you’re presenting.
But what we don’t like is the lack of respect that you are giving us in your promotional material. Whether it be a video showcasing a ‘dancer,’ or the models you are booking to be in your mailers and on your websites, it’s demeaning to our art.
We have spent years learning and training to uphold the values of the different techniques of dance. With dance in the forefront of pop culture these days, everyone can see what is appealing to the eye and what is not. You don’t to need be a professional dancer or educator, you just have to be respectful and honest. There’s no way that you look at advertisements and marketing and think that they look exactly like the artists you see on stage or film. Companies like Fabletics and Free People have the dance industry up in arms and I know of many people no longer buying their products because of it.
Under Armour did it right. They booked a professional dancer, Misty Copeland to be featured in the marketing for some of their products. I’m not saying you need a huge name, but I am saying if you want dancers buying and using your product, hire dancers. Instead of a just an open model call, have a dancer call with modeling experience. They don’t have to be perfect, because there is no such thing. Sickled feet, noodley arms/port de bras, and zero body awareness and dance ability is not a selling point nor a buying benefit. Your pictures will be much more appealing to the actual market that you’re reaching out to which will create revenue for your projects.
To be honest, when I see poorly casted images and videos promoting dancewear, the last thing I want to do is buy from that company. Why? It shows me that you’re in it for the money and not for promoting dance. Granted, that’s not your job, that’s mine, but if you golf, and a company released a golf line that was showcased with bad technique of the sport, you’d probably not buy from them either.
All I’m asking is that you take a second look at how you are representing the dance world. Even the untrained eye can wince at some of the things that are being released under the umbrella of dance.
I thank you for your time. I hope you listen to our plea. It will help your business tremendously.
XO,
#DanceTchrProbs
DanceTchrProbs 