News

Arts and business news from around the country.

RSS

Dance Troupe Markets Creativity

Posted by Emily Peck
0 Comments
Dance Troupe Markets Creativity

 

Most dance companies make money by selling tickets to their performances. Boise-based troupe Trey McIntyre Project has a more expansive business model: "We've decided that we have a real asset, which is the creative process itself. We're selling that," says John Michael Schert, the company's co-founder and executive director.

 

Some corporate giants are interested in the pitch. The University of Chicago Booth Business School recently brought Schert in for advice on getting inspired, and several Boise businesses have teamed up with the dance company.

 

"Artists live the whole process of inspiration. We decided to refine it as a tool," says Schert, a former dancer himself. "We want companies to understand what they are creating, whether it is a marketing strategy or a healthcare policy, and get them to think about where they get hung up, and how to find ways around those stopping points to come up with new ideas."

 

At Aetna, the dance troupe's work is intended to be more hands-on -- literally. The health insurance company's philanthropic foundation is in discussions with TMP about training thousands of the company's doctors and nurses on improving their patient interactions. The goal, says Schert, would be to help them learn to ready body language and reduce their patients' stress.

 

The troupe's creativity about its own business model has certainly helped its bottom line: The group is aiming to have its corporate business account for a third of TMP's $2.25 million annual budget.

 

Schert is bullish about how the business-and-art synergy can pay off for both sides.

"We're changing the role of the artist," he says. "We can help with how ideas are generated and harnessed. It helps companies, and it helps artists state their value."

 

Read the entire article at CNN Money.

 

*Photo courtesy of Trey McIntyre Project.

Related
Comments
blog comments powered by Disqus

More News

On the "Streets of Bakersfield," Buses are Works of Art
Aug 16, 2018 0 Comments
Golden Empire Transit (GET), based in Bakersfield, CA, has been serving city for over forty years. As the mass transit operator in town, they play an integral role in the city’s infrastructure and economy, and have used this...
Go to full post
Oath Foundation and Gucci Tribeca Documentary Fund
Aug 08, 2018 0 Comments
Oath Foundation, funded by Oath, is partnering with Tribeca Film Institute to support documentaries focused on social issues. In collaboration with the Gucci Tribeca Documentary Fund, they provide documentaries in post-production...
Go to full post
PNC Keeping Arts Alive in its Communities
Aug 03, 2018 0 Comments
BCA 10 Honoree PNC continues to use the arts to bring its communities together. Through PNC Arts Alive, the company’s foundation is supporting access to arts experiences through affordable pricing, mobile studios, sensory friendly...
Go to full post
Seattle Boasts Shepard Fairey Mural at 9th and Thomas
Jul 30, 2018 0 Comments
When Scott Redman, CEO of Sellen Construction, was in the process of developing his first building, of the many the company has built, he wanted the arts to play an integral role. In an interview with The Seattle Times, he said...
Go to full post
Serena Williams x Allstate Foundation Purple Purse
Jul 26, 2018 0 Comments
Tennis all-star Serena Williams teamed up with Allstate Foundation Purple Purse and artists, including Isabel Castillo Guijarro to raise awareness about domestic violence. Together, they unveiled a street art campaign that will...
Go to full post
The Art of Ending Stigma
Jul 19, 2018 0 Comments
2016 BCA Honoree Johnson & Johnson is continuing to use the arts for health with the new campaign Art of Ending Stigma. Their company Janssen Pharmaceutical Cos. Is partnering with Mental Health America, OneMind, PeaceLove, and...
Go to full post
Seeing High Seas: Art + Tech in Times Square
Jul 13, 2018 0 Comments
For tech giant Microsoft, partnering with the arts is nothing new. Since their BCA 10 honor in 2013, they have continued to collaborate with artists, including Mel Chin. The Queens Museum and No Longer Empty are hosting his exhibit...
Go to full post
Cool Globes in a Pittsburgh Summer
Jul 12, 2018 0 Comments
Since 2006, Cool Globes: Hot Ideas for a Cooler Planet, an offshoot of a commitment at the Clinton Global Initiative, has placed globes around the world to combat climate change. Using public art, Cool Globes has brought messages...
Go to full post
Museum and Hospital Partner for Art and Medicine
Jul 06, 2018 0 Comments
Normal 0 false false false EN-US X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99;...
Go to full post
BOARDway Bound with ArtsWave
Jul 03, 2018 0 Comments
Normal 0 false false false EN-US X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99;...
Go to full post
United States Conference of Mayors Approves Arts-related Resolutions
Jun 21, 2018 0 Comments
From June 8-11, mayors from across the nation convened in Boston for the annual meeting of the United States Conference of Mayors (USCM). Among other resolutions related to Arts and Culture Funding and the recognition of Arts...
Go to full post
IKEA Partners with Artisan Refugees for New Line
Jun 20, 2018 0 Comments
IKEA announced that its Brooklyn store will have a new, exclusive line, created by Jordanian women and Syrian refugee artisans. In partnership with the Jordan River Foundation, it created the line TILLTALANDE, which features...
Go to full post
PurePoint Financial Offices Display Local Artists
Jun 19, 2018 0 Comments
PurePoint Financial is a hybrid digital bank that launched in February 2017. Although it has only been around for a year and a half, it is already into its second art exhibit at its flagship Park Avenue location. With the aim...
Go to full post
JetBlue Showing #NonstopPride
Jun 14, 2018 0 Comments
JetBlue is New York’s Hometown Airline. With a strong New York representation amongst staff and with one of the leading resource groups for LGBT workplaces, JetPride, it was an easy connection for the airline to partner with...
Go to full post

Already a partner?

Already a partner?

Learn easy ways to take your partnership to a new level.

Use our ads locally

Use our ads locally

View The pARTnership Movement ad campaign and find ways to use the ads.

pARTnership videos

pARTnership videos

Watch and share our videos from The pARTnership Movement.

Partnership ideas

Partnership ideas

Inspire employees with tickets to the ballet or a concert.

Are you an arts group?

Are you an arts group?

Get listed in our searchable directory.

Recruit talent

Recruit talent

Employees want to live and work in a vibrant community.