Pay the Dancers: Brisbane's Dance Community Takes on the AFL

Cleaners, fry cooks, dancers, players and commentators; what do they all have in common?

They’ll all be working at this year’s AFL Grand Final in Brisbane.

Now, pick the odd one out.

It’s the dancers. Because they’ll be the only ones who will not be getting paid.

If you’re involved in the arts in any way, chances are you’ve seen the hashtags #paythedancers and #knowyourworth somewhere on your socials. These sprang up recently when an anonymous call-out for ‘professional standard performers’ to volunteer to perform at ‘large scale event’ in Brisbane in October went out to dancers and studios across Brisbane. It didn’t take long for the dance community to realise that this year’s AFL Grand Final was the ‘once in a lifetime opportunity’ they were being asked to perform at for free.

Typically, this would be a sad indictment on how little the AFL respects creative artists. This is an organisation that paid out over $10 million in salaries last year and more than $90k to its board members.  But to do that in 2020 was a slap in the face. This year artists have gone from being on the front-line raising money for bushfire-affected communities, often for little or no pay, to staring down the barrel of at least a year without work with no support from the Government. Despite the fact that they contribute more than $111 billion to the economy every year (6.4% of our GDP).

There was an uproar. This was not the year to mess with dance community, particularly when they were only just able to perform, teach and attend classes in-person. #paythedancers began to trend again, a throwback to the controversy of dancers being asked to volunteer to perform in a video for Kylie Minogue.

Meg in one of the MDH studios. Image: MDH

One of the people leading the charge with #paythedancers was Meg Cooper, owner of Mad Dance House (MDH). Meg founded MDH in 2003 running classes in studios around Brisbane and has grown her company into a multi-studio dance school, an agency, a performance hub and, mostly importantly, a community for dancers in Brisbane. Meg is passionate about dance, and particularly about advocating for artists and about ensuring the broader community sees the worth of performers and the importance of compensating them for their skills and time.

After being inspired by her advocacy and passion for #paythedancers, NEHIB spoke to Meg in-depth about the issue. She started with how she found up about AFL’s callout for dancers.

“I was emailed the call out asking for adult dancers twice. These emails came from other industry colleagues that were helping out in the recruiting process.  I also had some professional dancers tell me about it. I did not have to think about it for more than 5 seconds as to whether or not to promote this 'once in a lifetime opportunity'. It was a firm flat no from me right from the start.”

Image: Reel Vision

Meg’s immediate response was to raise awareness. She contracted her union, MEAA (Media Entertainment Arts Allaince), dance magazines, the AFL, and other industry people such as Paul Malek. She also posted on her Facebook page imploring the professional dancers of Brisbane to not take the gig.

Meg outlines why this issue is so important for both dancers and others working in the creative arts.

“First, it's unethical for a multi-million dollar company to not pay people for their contribution to the event. No other person on that field will be working for free.

“Secondly, the casting brief clearly states here that they are looking for 'professional standard' dancers.

Screenshot of the casting brief send to MDH and other dance studioes and agencies.

“Thirdly, the application was for individuals, not schools, more evidence they were looking for a high level and wanted a say in who they had dance on the field.  

“Fourthly, if it really was for volunteers, then why did they have to submit an application demonstrating they had a particular skill level? I saw the video and in my opinion it was definitely not for non- dancers.

“Fifthly, the dancers ARE providing entertainment. They are working. Regardless of their age and regardless of whether they are doing it for the 'fun of it', they are giving a stack of their time and skill - that is undeniable. I think just because it is deemed 'fun' or may be a good opportunity for 'exposure' it doesn't mean it is not work worthy of being paid. 

“Finally, just because we ask dancers to volunteer for massive events does not make it right. It has got to change. Anyone that is complacent about this clearly does not know what it takes to learn to dance in front of 50,000 people.” 

Image: MDH

As anyone who works in the arts would know, this issue isn’t new. When requests come from big industries such as sport, she recognises the need for educating them about the value of the creative arts.

“Sport is such a big thing here, and I get it is a good thing, but the Arts are just as important if you ask me and there needs to be more emphasis on it. Particularly because Aussies are good at it. We are known around the globe for being great dancers.” 

She notes the similarities between sport and the arts, such as working in a team, working on a skill, physical and mental stamina and discipline.

Meg is optimistic that people are learning to value the arts more. She offers advice on how she generally approaches offers of opportunities for exposure.

“On average, I receive calls or email requests once a week asking for 'free' dancers in lieu of exposure. I understand they don't get it and it is my job to educate them. I don't get upset with them. It's not their job to understand, they are not in my industry. 

“So I just ask for the budget they have and give them what will fit their budget. It isn't what they initially thought but they feel good about treating the artists like professionals. 

“For me if there is no budget, it's simple. It's a no. I don't want to be known as giving cheap gigs to the dancers. I am a proud advocate for dancers and I want them to be treated as professionals.”

Industry to industry work can be more challenging and Meg reviews this on a case by case basis, particularly because the arts industry relies heavily on government grants and philanthropy. She offers this advice to performers who are considering industry to industry work.

Image: MDH

“So, if a dance artist/director/producer wants to put on a show and is relying on ticket sales alone, then you know the dancers need to really consider at a personal level if they want to be involved. “I think that where industry rates cannot be met, the dance artists need something as a fair exchange. The video footage, photography, an endorsement letter, mentoring, credits, travel costs and transparency on where the money goes. “

One of the positives to come out of this is collective action across the industry. There are plans for a dancers’ alliance in Brisbane and the sector wants to hold a community gathering soon to discuss 'undercutting'.  She has been inspired by how other groups of artists have been able to address this issue, noting how photographers’ and musicians’ alliances advocate for transparency in quoting for gigs and have a pact not to undercut each other, and hopes Brisbane dancers can learn from them.

“Brisbane dance studios work well together. If we ALL quote the same amount then the client will have no other choice but to pay it. Of course, you will always get those that want to quote cheaper, and that's ok, but within the industry people will know who they are and they won't get booked for the gigs that are paid at industry rates. Dancers need to wise up to the fact that we are better together.”

Most of all, Meg wants Brisbane’s dancers to understand why industry rates have been set up and for them to know and appreciate their own worth. To keep up with the latest on this, Meg recommends people follow Paul Malek, Erin Kennedy, Tia Jordan, David Camm and MEAA as well as #knowyourworth started by Paul Malek.

Image: MDH

Apart from this, Meg suggests that best thing the rest of us can do the community is to support gigs where dancers get paid their worth. And she’s got onein mind.

“Come and see the cabaret show that Independent dancer Claire Owen is putting on.  There are lots of professional dancers grounded due to the virus, so we are putting on our own show. It will be running every Wednesday at Brooklyn Standard in the city for 4 weeks from the 25th November. Big thanks to BS who are giving their venue for free. And yes all cast are being paid! Tickets available soon!”

You can also check out Erin Kennedy’s interview with The Project here, recorded back when this story about the AFL Grand Final first broke.

Thanks to Meg for her advocacy on this issue. NEHIB’s keen to hear from other artists about how their sector deals with requests to work for free or for exposure, and ways they promote industry rates and deal with setting rates. If you’ve got something to say, hit us up on our socials or email us at hello@nothingeverhappensinbrisbane.com