Vuyani keeps dance – and business – alive
JOBURG - Gregory Maqoma, founder of Vuyani Dance Theatre, is operating in a difficult environment: the rand at an all-time low, new political parties emerging every day, and unemployment still hanging around South Africa's neck like an albatross.
For organisations like Vuyani, a recipient of funding from the National Lotteries Board several years ago, turning that initial seed funding into an income-generating business has become all-important, especially in a country where contemporary arts are struggling to attract a following.
The arts compete with cinemas, the Internet, and social media as a form of entertainment. So how is Maqoma making sure that his company stays relevant, while ensuring it contributes socially to South Africa?
“One thing that Vuyani doesn’t compromise on is on the quality of the product we deliver to the public. Our product sells itself,” said Maqoma.
True, Vuyani won the 2012 Standard Bank Silver Ovation Award at the Grahamstown Arts Festival for their piece, Mayhem, which Maqoma said is an “assurance that Vuyani is doing something appealing for the diverse public” as the award was voted for by the public.
“When people have so many other avenues of entertainment, it’s so important to us as Vuyani that when people come to our show they get more than their money’s worth. Contemporary dance is a new phenomenon, and what we’ve focused on is on education,” added Maqoma.
Vuyani has embarked on a number of road shows and outreach programmes targeting the youth and the public, educating them about the contemporary arts and the benefit of supporting venues like the Soweto Theatre.
“Our upcoming move to Soweto will also bolster our efforts and it will definitely help develop our audiences,” continues Maqoma.
Vuyani’s efforts are paying off, as its recent season of Dominion at the Soweto Theatre saw a fully-booked theatre on 6 June.
Not only is Vuyani creating world-class performances – it has performances scheduled in Finland and France this year – it is also developing local talent.
However, Maqoma says that technique is “not a deciding factor” when choosing dancers. “What’s important is that they are determined, and they have passion and hunger,” he added.
He continues: “We are still not at the point where we can sustain ourselves as a business, but that’s why we are getting as much help as possible in the form of business coaching and advice.
“We are creating jobs where we can. A production requires the services of lots of people from IT, costume designers, musicians and so on – and when we have a season like Dominion at the Soweto Theatre, we hire the venue and that keeps the place alive for those few months.”
Vuyani has come a long way and if it continues to create award-winning shows that people are willing to support, then dance will not just be entertainment, but a viable and profitable business as well.
