She Fights for the Rights of Dancers

When the producers of “Dance! Dance! Dance!” a VH-1 cable television special airing today, wanted a creative consultant, they selected local dance agent Julie McDonald for her insider’s knowledge of video dance history and trends. The show, which airs at 5 p.m., focuses on the influence of choreography on music videos.

McDonald says the VH-1 special, as well as an October PBS documentary that also showcases music-video dance, “are putting the spotlight on choreographers and that’s never happened before. Now I think people will be more aware of those who are vital to the look and style of music videos.”

What the special doesn’t spotlight is the less-than-ideal working conditions under which McDonald says some dance music videos have been made.

“Videos are usually quick, seat-of-the-pants projects, very like the early days of television when there were no rules and anything could happen,” she says. “Video work used to be a terrible area for dancers and it’s not that great now, but it’s improved and dancers have more protection as long as they hold out for alliance minimums.”

In 1990, McDonald helped found Dancers’ Alliance, a 500-member organization, to champion frequently exploited and underpaid dancers. The alliance has fought to establish minimum rates and overtime pay and to correct hazardous working conditions, which McDonald says can include the use of water, fire and high scaffolding, as well as excessive dancing on cement.

McDonald, who heads the dance division at Joseph Heldfond & Rix talent agency, says that her office turns down jobs that don’t meet established minimums of $150 a day or $275 for a 10-hour shoot.

When a knee injury sidelined her modern-dance career a few years ago, McDonald crossed over from performance to management, from the concert to the commercial world, and in 1986 pioneered her dance division at the Hollywood talent agency.

She sees her role as helping break down the traditional image of a dancer’s career as short and limited. The wildfire growth of the music video and commercial industries and the opening up of global entertainment markets are making that possible, she says.

“The majority of dancers still struggle and have regular non-dance jobs, but if they work in TV, film, commercials or videos they can make a more than decent living,” she explains. “Opportunities are increasing here and all over the world.

“Dancers don’t just dance anymore--they’re branching out into music, commercials and acting. And the old stigma that a dancer is over the hill at 25 is no longer true.

“As the population ages the commercial dance world wants more mature dancers,” she says. “Established stars like Tina Turner and Gladys Knight don’t want to be surrounded by 18-year-olds.”

Another factor is that high-visibility dance artists such as Janet Jackson, Madonna and Paula Abdul are helping to renew industry interest in the art. “Videos have created more respect for dance than any other medium. They’ve brought it to the public in ways that television and film haven’t done for years.”