The first time I heard anything relating to social media was during my time living in the dormitory at the School of American Ballet. There was a young student, who at 16 years old was using the Myspace network as a sort of coming of age and coming out. Essentially, while I didn’t come to know the term social media for years, my first impression of MySpace was that it was a site used for the sexually promiscuous and for those willing to risk their lives in the process of making bad decisions. It probably makes sense why it took another 2 years and the influence of my first love to get me to join a world that would eventually become an integral part of my (and many others) life.
I reluctantly joined MySpace back in 2003 and, like most any Xennial, quickly adjusted to a life where we shared the thoughts inside our heads with anybody who dares to cross our profiles. It only took me a few weeks to go from lurking to writing short blog posts for my friends and colleagues (at the time, I wouldn’t dare let my family see my profile). As I learned that MySpace wasn’t what would eventually become Tinder or Grindr, I began sharing more and more of my daily experiences and personal thoughts. Just like the judgment of my peer at the School of American Ballet, my colleagues at Pacific Northwest Ballet began to judge my decision to share more of my life publicly, both behind my back and to my face. I remember a moment when a Principal dancer who was most rarely kind or friendly towards me pulled me aside and demanded, point blank, that I needed to stop blogging on my MySpace page. I remember the conversation that followed with my (now) husband, where I told him I felt that it was important that I share my life publicly because it was an expression of myself as an artist and human. In 100 years, they may say I was one of the pioneers of social media. My husband’s response (who is Gen X) was supportive, but also stated the fact that he also would never share his personal life in the same way. We spoke at length that night as I evaluated whether I was going to continue down this path of being as publicly honest and straightforward as I could or whether I was going to carefully guard my life experiences to avoid anybody vengeful using my public sharing against me either professionally or personally.
If you are reading this blog, it is quite clear which decision I made. After some time and over 400 blog posts on MySpace, I transitioned my full energy to Facebook. It took me a few years to start writing in any type of blog format again, but it eventually happened. If you don’t know my story, I’ll share it in brief here. But you should really browse my first blog, Life of a Freelance Dancer, if you want the whole story. While I had become adept at using Facebook, my social media expertise didn’t really become apparent until I began blogging again. I didn’t start up my second blog out of boredom, expression, or curiosity of the reactions of others. Instead, I did it out of fear and necessity. After transitioning away from dancing with a major ballet company to stretch myself as an artist with a small, grassroots contemporary ballet company, I became injured and was eventually fired because of this injury. It was too late for me to get healthy enough to participate in audition season and I couldn’t imagine moving again so soon after relocating my home and family 3,000 miles for the job with this company. I knew I could write, but I didn’t know if people would read anything outside of random musings and thoughts from my days. But I pushed forth and began sharing my experiences and thoughts on Life of a Freelance Dancer as I attempted to salvage a failed attempt to try something new with my career. The first handful of posts, I remember friends reaching out and asking for me to stop sharing my blog on Facebook or they would unfriend me. They felt like I was marketing on a personal platform, kind of in the same vain as a pyramid scheme. I pressed forth anyway, and eventually my blog became so popular that I didn’t have to audition for work, I spent nearly 35-40 week’s on the road dancing yearly, hundreds of people were reading my blog daily in over 120 countries around the world, and I was included on a list of 49 Creative Geniuses Who Use Blogging to Promote Their Art. I didn’t quite realize it was happening because I was living it, but my social media star had risen. I had become a role model for many hopeful freelancers, working professionals, and people looking for inspiration in general. It was nice that I didn’t have to worry too much about what I posted because my audience mostly consisted of adults and students in their late teens who were prepping for a career.
It was thanks to my willingness to offer the most candid presentation of my life and my life’s work that I had achieved all that I had in a short 4 years. After I was featured alongside New York City Ballet Principal Megan Fairchild in the January 2016 issue of Dance Magazine for being an innovator in social media, I was approached by Kimberly Falker of the Premier Dance Network to host my own podcast show on her network and iTunes. Suddenly, I had a massive platform to continue doing something that dancers were never really known for, sharing my voice as a part of my art. My brand is candor and it is daring due to the fact that the dance world doesn’t necessarily function on fact. It can be dangerous to be vocal about the less ideal parts of our art form, like sexual harassment, injury, burn out, anxiety, or emotional training. But my willingness to share my experiences and stories with the dance world and beyond has really pushed me into the spotlight more than I ever was while putting all of my sweat and tears into my performance career.
Now, the point of me sharing all of this information isn’t to create a documented timeline of my social media experience or gloat about my successes that have arisen from being an over-sharer. Instead, I am writing to discuss a challenging topic that I have recently been facing within my personal social media. As my interest in Facebook has steadily declined (mostly due to algorithms, the political mess of 2016, and too much noise instead of personal connection), I have turned more and more of my attention and effort to Instagram. I was quite resistant to join this photo/video sharing network mostly out of fear that it would take up more of my non-existent time. Although I delayed, I knew it was inevitable that I would eventually join this platform and immediately fall in love with this visual app. I’ve always had a knack for taking photos and I love the idea that Instagram offers me the opportunity to show my followers what it looks like to see the world through my eyes. I already had a good following on Facebook and on my Life of a Freelance Dancer blog when I joined. So, I never really felt the need to build an audience of followers beyond my family, friends, colleagues, and peers. That was until my recent falling out of love with Facebook.
As I have transitioned more of my attention to my Instagram (https://www.instagram.com/bkerollis/), I have been slowly gathering followers who enjoy my content and want to follow my career and lifestyle. I feel that I’ve gotten particularly good at cultivating a following within my network just by posting the things that I enjoy and the work that I am doing. These items include dance, city life, skyscrapers, and imagery of my travels. But my wishes to grow a vast audience, brand, and network beyond my daily reach of people I personally interact with has become a challenging conversation that involves who my audience is, what communities I belong to, and my own personal integrity.
For me and my regular brand of candor, I want to post whatever images and content I want to at that moment. But things have changed a lot for me over the past few years. I am no longer backstage dozens upon dozens of time during the year and promoting myself solely as a performing artist. My audience has widened in many ways. I work with students ranging from young hopeful 10 year olds up to recreational 80 year old adults. My audience consists of everybody from small kids to gay men to Broadway dancers, ballet dancers, podcast listeners, blog readers, fans of my photography, parents of my students, and more. As I said earlier, I have been slowly building my Instagram audience. But I now feel ready to go all in to promote my choreography, teaching, and media work to a much larger audience on an international scale. The main challenge here is how does one build an audience with integrity while catering to a range of communities as diverse as my own. I have really struggled with this idea lately and, perhaps, this is the reason that I am ruminating over this publicly. I don’t want to post videos of myself dancing, as I would rather spend my time focusing on making my students into amazing dancers. I already had my performance career. Sometimes, I find it tempting to post practically nude photos of myself to cater to the gay community and gather easy follows. Sex sells and I still have my dancer body, so it could be a cheap sell. But I have children looking at my account, parents monitoring my activities, and being a married man I don’t need to market myself in that way (though I will post the occasional artistic nude-ish photo). I also don’t like to build an audience using hashtags like #followforfollow, as I feel that there is no investment from those followers beyond patting them on the back. I want people who see my content to be invested in what I am doing, sharing, and promoting.
So, at the moment, I am finding myself caught in a social media pickle. How does somebody like me market to a vast audience with differing tastes, receive brand sponsorships, gain opportunities in and out of my field, and add followers who are invested in the work that I am doing? I’m not sure that I really know at the moment. But for anybody else who has found themselves in a similar situation, I can tell you that it is important to set standards for yourself and move forward with integrity. If you have integrity, no matter the outcome, you will always look back and be proud that you didn’t sell out to get ahead. I have chosen to move forward with integrity and am trying to set certain standards in my social media practices. Photographs that include nudity will only be shared if they are artistic and tasteful. Footage of myself dancing my own choreography in a class will only take place if I am regularly posting footage of my actual students dancing it with me, my attention is focused on them for the entirety of the class, and filming doesn’t take place more than once or twice a month. And, lastly, I will build an audience based purely off of people who want to follow me, and not off of some idea of reciprocity where somebody disinterested in my content will follow me only because I have followed them.
With all of this said, I am curious if you have found yourself in this same type of situation. Do you have a wide range of audience members and have trouble making sure that your content is completely appropriate for all of your viewers? What do you think of posts where the teacher is dancing front and center in a class they are supposed to be teaching? Do you believe that you should build your audience and then cultivate content to keep them interested or that you should only seek out followers who found you because they initially liked your content? Feel free to leave a comment here or to reach out to me on Instagram to let me know your thoughts!