The Business of Dance

Interview Date: June 7th, 2026
Episode Summary:
This episode dives into Sienna Morris’s journey from a dedicated young dancer to a working professional in Los Angeles, highlighting the mindset, preparation, and initiative required to succeed in today’s dance industry. From choosing dance over gymnastics at an early age to navigating a short-lived opportunity in Monaco, Sienna demonstrates the importance of trusting your instincts and making bold decisions that align with your long-term goals. Her transition into the LA scene, including joining Ballet Red, marked a pivotal shift into the professional world and set the foundation for her evolving career.
Throughout the conversation, Sienna emphasizes the power of self-advocacy, networking, and consistency. She shares how introducing herself in rooms, building genuine relationships, and staying visible have directly led to opportunities. A standout mindset she lives by is her “24-hour rule” for handling rejection—allowing herself time to process before moving forward with clarity and focus. She also speaks on the importance of versatility, expanding into acting and performance, and developing multiple skill sets to remain competitive in a fast-paced industry.
The episode also explores preparation and personal branding. Sienna discusses how having strong materials—reels, a professional website, and a clear online presence—helped her enter the LA market with confidence. She reflects on mentorship through Business of Dance, landing brand deals, and learning to confidently negotiate her worth. Ultimately, her story reinforces that success in dance goes beyond talent—it requires ownership, resilience, and strong relationships. Her message is clear: the dancers who take initiative and build connections are the ones who create lasting careers.
Shownotes:
0:01 – Introduction and Sienna Morris full-circle journey
2:57 – Mentorship experience and early career reflections
4:05 – Early training and choosing dance path
6:37 – Monaco opportunity and trusting your instincts
9:42 – Moving to LA and Ballet Red experience
10:22 – Networking, visibility, and self-advocacy
14:12 – Handling rejection with “24-hour rule”
17:45 – Building versatility across dance and acting
18:48 – College path versus going professional early
23:00 – Preparing materials before entering LA market
26:44 – Business of Dance impact on branding
30:00 – First brand deal and negotiating value
32:20 – Social media strategy and consistency
41:34 – Agents vs self-submissions and ownership
49:55 – Relationships matter: contacts equal contracts
Biography:
Sienna Morris is an LA-based dancer, actor, model, choreographer, and educator whose work blends contemporary ballet with the versatility of today’s entertainment industry. Known for combining the control of classical ballet with the musicality and storytelling of contemporary movement, she moves seamlessly between concert dance, commercial performance, film, and live entertainment.
Her credits include work with Halsey, Evanescence, Derek Hough, and Mark Ballas, as well as collaborations with leading creatives such as Marguerite Derricks, Kyle Hanagami, and Chris Scott. She has appeared in campaigns for FP Movement, Gap, and Jo+Jax.
A defining milestone in her career was her appearance on the Star Search, expanding her reach to an international audience. Most recently, she served as associate choreographer on My Boyfriend Is a Demon, continuing to grow her work in choreography, movement direction, and film.
Alongside performing, Sienna teaches, choreographs, and mentors the next generation while building a career centered on proving that contemporary ballet can thrive within commercial entertainment and mainstream media.Connect on Social Media
Website: www.Sienna-morris.com
Instagram: https://www.instagram.com/p/DW9cGlQFhHX/?img_index=1

Interview Date: May 31st, 2026
Episode Summary:
In this episode, Alison Stroming shares her inspiring journey from classical ballet training to building a dynamic career across concert dance, commercial work, teaching, choreography, and entrepreneurship. She reflects on her early training at the School of American Ballet and American Ballet Theatre’s JKO School, the challenges of rejection, and the career-defining opportunities that led her to dance with Alberta Ballet, Ballet San Jose, and Dance Theatre of Harlem.
Alison opens up about transitioning from ballet into the commercial dance world, including her move to Los Angeles and booking major opportunities with artists such as Jennifer Lopez, Mariah Carey, Kendrick Lamar, Brent Faiyaz, Kanye West, and more. She highlights the importance of versatility, visibility, resilience, and trusting your instincts while navigating the dance industry.
Beyond performing, Alison discusses the launch of A.S. Dancewear and what it takes to build a business while remaining connected to the dance community. She shares how the pandemic shifted her priorities and pushed her to redefine success on her own terms. Her story is a powerful reminder that a dance career does not have to follow one path, and that persistence, adaptability, and strong relationships can open doors in many different directions.
Shownotes:
00:02 – Introduction to Alison Stroming’s journey
03:18 – Early training and dance family background
04:30 – Nutcracker performance sparks ballet passion
05:44 – Transitioning from competition to ballet
06:45 – Rejection leads to first contract
08:18 – Navigating companies and finding alignment
09:30 – Touring internationally expands artistic growth
11:19 – Moving to LA for commercial dance
12:10 – First major job with Jennifer Lopez
13:30 – Pandemic forces major career pivot
13:54 – Launching A.S. Dancewear brand
15:29 – Shifting business focus and priorities
17:21 – Setting long-term Broadway career goals
25:28 – Versatility essential across dance styles
42:43 – Balancing entrepreneurship with dance career
Biography:
Alison Stroming is a professional dancer, model, teacher, choreographer, and entrepreneur. Born in Recife, Brazil and raised in New York City, she began her formal ballet training at age nine at the School of American Ballet before continuing on full scholarship at the Jacqueline Kennedy Onassis School at American Ballet Theatre. She later joined ABT Studio Company before beginning her professional career with Alberta Ballet.
Alison has performed with Alberta Ballet, Ballet San Jose, and Dance Theatre of Harlem, where she danced principal roles and toured internationally. She has also performed with Aretha Franklin at the Kennedy Center Honors and toured with Sarah McLachlan during the Hope Rising! Canadian Tour.
As a commercial dancer and model, Alison has appeared in campaigns for Tumi, Canon, Under Armour, Free People Movement, Adidas, McDonald’s, and American Eagle. She has also worked on projects for Jennifer Lopez, India Arie, Mariah Carey, Kendrick Lamar, Brent Faiyaz, and Kanye West.
In 2018, Alison launched A.S. Dancewear, a brand focused on mentorship, empowerment, and supporting dancers. She continues to perform, teach, choreograph, and inspire dancers around the world.
Connect with Alison:
Website: https://www.alisonstroming.com
A.S. Dancewear: https://www.asdancewear.com
Instagram: https://www.instagram.com/alisonstroming
Facebook: https://www.facebook.com/AlisonStroming

Interview Date: August 4th, 2025

Episode Summary:
In this episode of The Business of Dance Podcast, Kelly Sweeney shares her journey from starting dance at age 10 to becoming one of the busiest teachers, choreographers, and creatives in Los Angeles. Originally from Mexico and raised in LA, Kelly talks about growing up bilingual, moving quickly through the competition world, and making an early shift into commercial dance and hip-hop training. She reflects on getting signed young, building her teaching career from the ground up by renting her own studio space, and using social media intentionally to create visibility for both her choreography and her students. Her story is a strong example of how consistency, self-belief, and a clear understanding of your strengths can build a sustainable career in dance.
Kelly also opens up about pivotal career moments, including choreographing for Shakira, creating the viral Descendants “Red” dance, working with Disney again for Zombies 4, and stepping into the convention circuit with Press Play. She speaks candidly about the sacrifices that come with an unpredictable dance career, the importance of finding balance, and why comparison can be one of the biggest traps for dancers. Throughout the conversation, she emphasizes confidence, cleanliness, performance quality, leadership, and health, while reminding dancers to stop chasing someone else’s lane and instead build a career around what makes them unique.
Show Notes
Kelly started dance later than most

Competition dance quickly became serious training

Hip-hop training shifted her career path

Renting her own studio built momentum

Student videos helped grow her platform

Shakira was her first big choreography break

Red became a major viral moment

Press Play marks a new chapter

Comparison can block your growth

Health and balance sustain longevity

Biography:
Kelly Sweeney is a dynamic choreographer, educator, and creative force with a diverse career across television, film, live entertainment, theater, and professional sports. Born in Mexico and raised in Los Angeles, Kelly began choreographing in her early teens, launching her professional choreography career at just 18 years old.
Her credits span some of the industry’s most recognized stages and screens. Kelly served as a choreographer for NBC’s Dancing with Myself, featuring Shakira and Nick Jonas, and has assisted on major dance television productions including So You Think You Can Dance and Dancing with the Stars. Most recently, she contributed to Disney’s Descendants: The Rise of Red, further expanding her work in film and commercial entertainment.
Kelly is also currently choreographing for top NBA entertainment teams, including the Laker Girls and the Knicks City Dancers, while continuing to collaborate with emerging music artists on live performances, creative direction, and music videos. Her recent work also includes choreography for Eurovision finalist and performer Silia Kapsis.
With roots in musical theater, Kelly brings a strong storytelling foundation to her work. She has choreographed productions including Seussical and Joseph and the Amazing Technicolor Dreamcoat for Sierra Madre Playhouse, blending technical excellence, performance quality, and emotional expression.
Known for her versatility, creativity, and ability to bring out the best in dancers, Kelly continues to make her mark as a sought-after choreographer and educator across the entertainment industry.
Connect on Social Media:
https://www.instagram.com/kellysweeney1/

Episode Summary
In this episode of The Business of Dance Podcast, George Jones Jr. shares his unconventional path into the dance industry, from starting dance at 17 to building a successful commercial career working with artists like Britney Spears, Jennifer Lopez, Nicki Minaj, and Usher. He opens up about coming from a musical theater foundation, teaching himself hip-hop through culture and observation, and learning how to navigate the industry by staying adaptable, observant, and open to unexpected opportunities. His story is a powerful reminder that there is no single timeline in dance, and that success often comes from taking a different road than the one you originally imagined.
George also dives deep into the realities of the professional dance world, including how relationships can shape your career more than money, why strategy matters in auditions, and how dancers must learn to identify their lane while still building versatility. He speaks candidly about moving from New York to Los Angeles, booking major opportunities through submissions and connections, and eventually transitioning from performer to choreographer and mentor. Throughout the conversation, he emphasizes collaboration, self-awareness, resilience, and the importance of building a career that reflects who you truly are, not just what the industry expects from you.
Top 10 Show Notes
3:47 — George started dancing at 17

6:31 — College scholarship launched his dance path

8:55 — He found his lane in dance

10:46 — Rhapsody James changed his commercial career

15:22 — New York built grit and artistic layers

18:56 — LA became the next career move

26:09 — Skeleton crew work led to bigger jobs

31:00 — Britney tour came through visibility and submissions

41:00 — He built his own lane as choreographer

1:08:19 — Auditions require strategy, not just talent

Biography:

George Jones Jr. is an accomplished choreographer, educator, and performer with extensive experience across commercial dance, live performance, and elite team choreography. His career launched working with Britney Spears and has since included collaborations with Jennifer Lopez, Nicki Minaj, and Usher, along with appearances on major television shows, award stages, and international tours.
A graduate of Marymount Manhattan College, George combines strong technical training with a foundation in production and visual design, bringing a well-rounded creative approach to his work. Which ranges from a flashy Jazz and  Jazz Funk Technique, to a hard hitting and visually impactful Hip Hop technique. 
He has choreographed for professional teams including the Dallas Cowboys Rhythm & Blue Dancers and Sacramento Kings Dancers, and has spent over a decade working with Varsity Spirit, developing and training dancers at a national level.
Currently represented by MSA Agency, George continues to teach and choreograph internationally while focusing on creating high-impact work for collegiate and professional dance teams.
Connect on Social Media:
Instagram: https://www.instagram.com/mrgeorgejonesjr/

Interview date: May 3rd, 2026
Episode Summary:
In this episode of The Business of Dance Podcast, Gary Edwards shares his remarkable journey from a seven-year-old boy in London learning to dance so he could attend his mother’s events, to becoming a world champion ballroom dancer, international judge, and now CEO and partner of Arthur Murray Dance Studios. He reflects on the unwavering conviction he had from a young age that dance would not just be his passion, but his profession, despite pushback from a world that did not yet see dance—especially for boys—as a serious career path. From his first paid job at 17 to years spent performing, judging, and teaching around the world, Gary’s story is one of persistence, adaptability, and saying yes to opportunity.
The conversation also dives into the business side of dance in a powerful way. Gary discusses how Arthur Murray has remained successful for more than a century by focusing on fun, connection, and community, while also explaining the urgent need to modernize through social media, updated systems, and broader visibility. He shares entertaining stories about teaching Michael Jackson a cha-cha to “Billie Jean,” spending time with Janet Jackson and other celebrities, and emphasizes that even the biggest stars simply want to be treated like human beings. Most importantly, he offers dancers practical advice on resilience, pivoting through rejection, learning business skills, managing time well, and creating sustainable careers in dance beyond performance alone.
Top 10 Show Notes
1:29 — Gary began dancing at seven years old

5:22 — First paid dance job at 17

6:01 — Opportunity led him to Arthur Murray

9:55 — Fun and community built lasting success

12:55 — Social media changed dance business completely

16:33 — Never give up, learn to pivot

28:29 — Taught Michael Jackson cha-cha to Billie Jean

30:40 — Michael transformed completely in dance mode

23:56 — UNF partnership creates dance business pathway

1:06:13 — Dance changed a veteran’s life forever

Biography:

Gary Edwards, CEO of Arthur Murray Dance Studios, has spent over four decades immersed in the dance industry, earning a reputation as a distinguished leader and innovator. As a world-ranked dancer, his competitive achievements have solidified his status within the dance community. In addition to his vast expertise in dance education and studio management, Gary also brings a strong presence in the media world, having collaborated on various dance projects, television appearances, and productions that celebrate the art of dance.
Connect on Social Media:
Website: www.arthurmurray.com
Instagram:
https://www.instagram.com/arthurmurrayintl/​​https://www.instagram.com/ballroomgiant/