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In the breakdancing jam industry, what are the sources of revenue? Who gets paid?
Hi! Thanks for asking Wonder to look into how the breakdancing jam industry earns its money.
The short answer is that breakdancers in the industry earn money through a variety of sources like battles, teaching, holding workshops, performing for private parties, sponsorship and prize money. The most useful sources I found on this topic were from World Boy Battle and articles written by famous B-Boy Dyzee. Below you will find a deep dive into my findings.
JAMS
Top breakdancers compete in jams, competitions held by clubs or other venues, usually offering prize money to the winners. Revenue for these jams comes from sponsors and/or ticket money. Some jams intentionally choose to reject sponsorship, as they feel that when a brand 'owns' an event, there is a lack of control over the jam. Some clubs may hold jams not for profit, but simply as a promotional event to raise the club/venue's profile overall. In this case, there is little revenue from the event itself, but breakdancing is instead used as an advertising mechanism.
One of the top sponsors for jams is the Urban Dance & Educational Foundation (UDEF), who fronted more than $280,000 in prize money in 2015. Additionally, well known brand Red Bull sponsors the BC World Title competition.
DANCERS
Breakdancers themselves scrape together a living through a variety of sources. Top dancers may be lucky enough to gain sponsorship (the only major one at the moment being Red Bull), allowing them a stipend with which to compete and in turn provide exposure for a brand. Surveys show that competing breakdancers (B-Boys) typically earn less than $10,000 per year. Most dream of being a full-time "battler", i.e., paid to compete and train. Others aspire to go into teaching or performing. Most survey respondents stated the majority of their income comes from teaching, showing that while most B-Boys aspire to be battlers, the best source of income is through teaching local classes. Even top-ranked B-Boys make the majority of their income from teaching.
The most successful breakdancers do earn enough through prize money to pay for traveling or training expenses - Victor Montalvo won 3 different competitions in 2015, netting him over $30,000 in prize money from just those competitions, with the potential to earn more. In turn, some competitions (or 'jams') are launched specifically to find a way for B-Boys to earn some money doing what they love - the founder of World B-Boy Battle #1 in NYC stated that he founded the competition expressly to be a "catalyst and leader in helping b-boys make a career out of b-boying". The competition (aspiring to be a full-on 'league' for B-Boys) uses sponsorship, advertising and ticket sales to fund its events.
Another popular way for B-Boys to supplement their income is by putting on paid performances. Groups can try to get bookings for small events like bar mitzvahs, weddings, corporate showcases, birthday parties, etc. Some breakdancers actually take to street performance to bring in some extra income. One person in Los Angeles reports seeing even famous B-Boys performing on the streets for some extra cash.
Third on the list of ways to make money as a breakdancer is the entertainment industry. Breakdancers can work as extras or even hope to score small roles in commercials, music videos or concerts. Some breakdancers move to more entertainment-oriented areas like Hollywood or New York City in order to accomplish that, but small gigs can found across the country.
Another very small way in which breakdancers can also earn some extra income is through judging jam battles. In this case, the payment would come from the venue/host whether self-funded or sponsored.
ADVERTISING
Like with any entertainment or sporting event, a portion of the money comes from advertising. Companies in the industry advertise at events, on websites or through related products like apparel. The BboyWorld website has 13 different advertisers, plus it generates revenue through selling licensed apparel advertised by 'celebrity' breakdancers.
CONCLUSION
As you can see, the flow of money in the breakdancing jam industry comes from several sources: sponsors, advertisers, teaching, entertainment industry and ticket sales to events. While most breakdancers aspire to become professionally sponsored athletes (paid by sponsors to compete and earn enough in prize money to make a salary), most make the majority of their income through teaching locally. Events, or jams, make money through sponsors, advertisers and ticket sales.
I hope this has been helpful. Please feel free to ask Wonder if you have any more questions!