Exploring Hidden Markets in Ballroom Dancing

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We just had to go on Beale Street in Memphis, Tennessee, the place was known for great blues music. We stopped at one of the famous blues hotspots on this strip. We were directed to our seats; the house was packed with people. The band was playing with great passion. My wife and I walked in the room to celebrate with others the love of good music. The music was carried across the room slowly as blues music permeated the atmosphere like smoke covers a house on fire. Everyone was excited. People were all over the dance floor. These folks were no amateurs to blues. Interesting enough, my wife and I were the only black couple in this crowded location. Blacks created the blues. Yet, many blacks have either abandoned this genre or have forgotten the roots of this music. I hope that dance in America will not falter like this.

As my wife and I have danced ballroom in various states and different dance studios, we have not seen many black people doing ballroom dancing. African-Americans have made significant contributions in all walks of life, dance is no exception. Black History Month gives us a time to remember the pioneers of dance, including Josephine Baker and the Dance Theatre of Harlem and glance at the future. When you start talking about ballroom dancing, everyone thinks about the ABC’s hit show, Dancing With the Stars, that pairs up celebrities with professional dance partners in an intense ballroom competition. There are a few African Americans involved with ballroom dancing in the nation. In this session, we will examine how dance studios can better target African American communities by reaching an untapped market.

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