Bethany Kingsley-Garner - A Ballerina with a Brand

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 In Ballet as a Brand? How to bring More Money into Dance for Companies and Dancers 13 March 2020 I quoted Alina Cojocaru:

"Ballet careers are relatively short and require years of training that pose the risk of injury, yet the world’s top dancers earn far less money than their counterparts elsewhere in show business."

"What to do about it?" I asked.  I concluded that companies and theatres were already pretty stretched and that the public whether as theatregoer or taxpayer cannot afford much more. Since then we have had the pandemic that has closed theatres around the world for months.

"So is there anything else that can be done?" I asked.    "Well perhaps" I answered." As the Bailey's Nutcracker commercial showed some years ago, ballet can sell. Maybe advertising, merchandising and endorsement.  Many companies were already taking advantage of that revenue stream but what about dancers?  Compared to sports stars, rock musicians and even opera singers, dancers have been slow to tap into it.   When I wrote my article 6 years ago, the only two that came to mind were Carlos Acosta and Darcey Bussell.

They have been joined by several others and the latest happens to be one of my favourite artists, Bethany Kingsley-Garner.   I wrote in my review of her performance as Odile in David Dawson's Swan Lake:

"Bethany Kingsley-Garner, who has recently been elevated to principal, was perfect in both. She first came to my notice as Cinderella in Edinburgh (see Scottish Ballet's Cinderella 20 Dec 2015) and she has already entered my canon of all time greatest ballerinas. The only other Scottish dancer in that rare company is Elaine McDonand (see Elaine McDonald in her own Words 11 March 2014)." (see Empire Blanc: Dawson's Swan Lake 4 June 2016)

Kingsley-Garner has two spin-off activities: online ballet classes and coaching and, more recently, her own dancewear collection which she distributes through Manchester-based online retailer Move Dance.

The dancewear includes leotards, shrug, skirts, top and leg warmers.  Each of those garments has a name and a story.   For instance, one of the leotards is called "The Rachel Leotard".  This is the story:

"Every step of the way

​Here's to good women everywhere. May we know them. May we be them. May we raise them."

​Creation - Emergence - Life Force - Love - Nurture - Protect - Support - Confidence

​Rachel is my mother, she gave me the greatest gift of life itself; nurtured, protected and loved unconditionally.

She helped me take my first steps, raised me to become confident, individual and independent and was there to watch me step on stage emerged as a principal ballerina leading the ballet company.

A mother is not a person to lean on, but a person who makes leaning unnecessary. I am a strong woman because a strong woman raised me.

​Feel the support and protection when you're dancing in The Rachel Leotard.

Be Inspired Be Unstoppable Be You . . BKG"

That is a delightful sentiment and it says something that we might have guessed but would not otherwise have known why Kingsley-Garner is such a remarkable dancer.  

Launching a dancewear collection when dance studios in most parts of the UK are in lockdown might seem to some to be a bold thing to do. But it is also a promise of better things to come.  This venture deserves to succeed and it has every chance of doing so.

What we can learn from Rihanna

Last week the singer Rihanna saw off an appeal by Top Shop against a decision of the High Court ordering the retailer to stop selling t-shirts reproducing her likeness in a way that suggested that she approved or endorsed Top Shop's products. If you want to understand the legal issues you can read my case notes in my law blog on the original decision in 2013 and the appeal.

"Very interesting" you may say "but what's it to do with ballet?" Well quite a lot actually because if more money is to come into dance and the other performing arts it will have to come from merchandising and endorsements. As I said in Ballet as a Brand? How to bring More Money into Dance for Companies and Dancers 13 March 2013 there is a limit to how much the long suffering British public will pay for the arts whether in the form of ticket prices or subsidies from the Arts Council.

Sports stars and performers in other art forms such as Rihanna have long known that there is a lot of money to be made from advertising, endorsement, merchandizing and sponsorship. As the Court of Appeal noted, Rihanna runs very large merchandizing and endorsement businesses. Over the years has had endorsement deaks with Nike, Gillette, Clinique and LG Mobile. She has also been very active in fashion in her own right and has made considerable efforts to associate herself in the public mind with that industry.

As I noted in my article last year:

"A few companies are already making a little extra money from advertising. The Royal Opera House shop offers a wide range of merchandise bearing the Royal Ballet name and crest such as books, calendars, greeting cards, t-shirts and videos. Other companies sell t-shirts. A website called Balletgifts, which appears to be based in New Cross. markets various items of clothing and other merchandise for the Birmingham Royal Ballet, the Bolshoi and the Mariinsky. Many companies hire out rooms in their studios or their orchestras. Most also have schemes by which businesses and individuals can become friends or patrons of a company or sponsor individual productions or dancers."

Also, a few dancers are also beginning to exploit their value as brands:

"A few superstars like Carlos Acosta and Darcey Bussell have websites through which they market branded merchandise. Acosta offersclothing and posters and advertises his book with links to Amazon and Waterstones. Bussell markets a range of children's dancewear, books and games and DVDs from her site."

However, much more can be done. You don't have to be the Royal Ballet or Carlos Acosta to make money from advertising, endorsements, merchandising and sponsorship. Every company - even quite small ones has its following - and it is not just ballerinas and premiers danseurs nobles who have fans. Look how I gush over Brill, Coracy, DePrince, Gillespie, Kundi and other favourite artistes as well as the principals of their companies.  And it's not just performers who have brands. So, too do studios, dance schools and even individual teachers.

I made some suggestions as to what companies, theatres, dancers and increasingly individual teachers can do to protect their goodwill in  Branding and Ballet - Ten Top Tips 13 June 2014. The Rihanna case is likely to be discussed at a seminar at St Pancras on the law relating to branding and fashion and luxury goods at which I shall be speaking on 10 Feb 2015. If you want to attend the seminar you can book on-line.