Cliff Brody claims he can barely execute a box step. But he's looking to raise more than $5 million for dance. The retired diplomat and businessman says, "I was struck by the extraordinary entrepreneurial efforts that these artists have: the creativity, the risks, including the physical risk. And th...
Cliff Brody claims he can barely execute a box step. But he's looking to raise more than $5 million for dance. The retired diplomat and businessman says, "I was struck by the extraordinary entrepreneurial efforts that these artists have: the creativity, the risks, including the physical risk. And the reality of learning that among the three areas of performing arts—music, theater and dance—dance is by far the least funded."
He founded the National Performing Arts Funding Exchange in 2016 to find more money for dance from nontraditional sources. NPAFE recently announced its three-year, $5,750,000 campaign that will funnel funds straight to performing artists throughout the United States. There will be no "middle man," Brody says.
Using the sports marketing model, where major brands advertise to capture the sporting fan market, NPAFE will target corporate underwriters for various dance organizations. Brody is convinced that companies will jump on the bandwagon to put their names behind dance and other performing arts groups. He cites statistics he culled over the past year: More than half of performing-arts ticket buyers said they would "almost always" or "frequently" purchase from a sponsoring corporation, while only about one-third (36 percent) of National Football League fans would purchase products based on sponsorship.
NPAFE offers an online clearinghouse of independent and small dance companies and individuals. Independent artists can enter their information, marketing materials and video on the website's Indie Performing Artists Gallery and Moving On Up Gallery to reach a larger audience—and potential funders.