DANZ QUARTERLY - Issue No 8: July, August, September 2007

Is dance in a growth phase? The effect of the media and film on NZ social dance

by Brian Jones and Tania Kopytko

Is Dancing with the Stars having a major impact on social dance growth in New Zealand? With series three currently on television it is timely to ask dance studios and information networks across the country what they feel is going on.

The general consensus is that social dance has grown hugely in the past five years but the reasons are complex. Teachers are clear that while DWTS has affected some dance styles, particularly ballroom and Latin dance such as Salsa, other styles such as Ceroc, Argentinian Tango and Rock’n’Roll are also growing. The growth is in partner dancing and the reasons are diverse. All teachers spoke of a higher visibility of dance in the past five years, created through a variety of media and supported more recently by DWTS. The general consensus from dance studios is that people say they would like to try dancing after seeing DWTS, but more in the ballroom styles. It has influenced peoples thinking – “if they can do it then surely I can too”.

Kay who runs wheretodance.co.nz sees a doubling of enquiries during each DWTS series. “They come from all age groups and while more female than male, they come from men who wouldn’t have considered dancing five years ago. They all want beginner classes and the men want to dance in a more romantic way with women, not just bopping on the spot.” New Zealanders attitudes to dance are changing. Wheretodance’s increasing enquiries show Latin dance is proving very popular. “People see how sexy it is”.

Trish Whitson of TEMPO Studio in Auckland says that DWTS has definitely affected ballroom growth with high numbers in social classes, more males interested – and in some classes the men outnumber the ladies! All age groups have been affected with very high youth social class numbers. There is increased enrolment during the series. Some preferences are apparent - the men want to learn the fast dances - the latin dances!  The women want to be able to dance the waltz with their partners.

DWTS and dance movies are a useful descriptive comparison for a teacher to use with a beginner client when explaining the partner dance they teach. The visibility of dance is enabling a greater public understanding and articulation of dance.

Teachers are clear that people join dance classes for different reasons and this affects their stick-ability. Rodney of Wellington’s Feet with Heat says “there is always a transient portion that try a course and move on, perhaps satisfying the need to have “conquered that”, then there is the social dancer primarily motivated by the social contact and finally the dancer, there to learn and motivated to evolve and get a deeper insight”.

Amanda High of Christchurch’s Salsa Fusion sees it as “our job to make the class fun because at the end of the day people come to dance classes for fun. Many people join Latin dance to join the social scene, to get good at dance and meet new people. But people are also learning dance to try something new, or for their wedding dance. Others are competitive and want to be part of a competing troupe. Overseas travellers and new people to town use dance to meet people”.

George Nicholls of The Studio in Wellington agrees that DWTS has helped but feels it doesn’t explain all the growth, which began before the series. With classes as big as 60 or 70 and all ages from 6 up wanting to learn ballroom, George also sees people motivated by the movies Mad Hot Ballroom, Take the Lead, and Shall We Dance. Also So You Think You Can Dance influenced young people in a variety of styles and taught about dance. People are interested in competitive dance again, but George says judges now have to start talking to this new public about dance and engage with them.

George sees some challenges facing ballroom and social dance due to DWTS. The problem with DWTS is that people think that is dancing – but it is not the same as taking a partner out and making up your own dance to the music. “On the show it is all choreographed, they haven’t learned what a cha cha or waltz is in that time”. Trish agrees: “We are retaining a greater number of people in our social classes, but we get people who expect to be able to do after one lesson, what takes the celebrities a week.  We take great care to stress the amount of teaching hours the celebs receive. Class members have an advantage in that they can take the time to learn the basics of the dance properly. Once the class understands they have to spend quality time learning the basics of a dance, the majority stay for the long haul. Class retention numbers reflect this”.

Kay leaves us with the final thoughts “Long may the dance programmes continue. People have danced since mankind could stand and it is hugely important for our minds and bodies to partake in dance. Everyone feels better when they have danced. It is an endogenous opiate”.

Return to Contents page of DANZ QUARTERLY N0 8 July 2007