Commercial market

The commercial market consists of (theatre)companies that produce without subsidy, like for example the big musical producers and comedians. Besides them there are show and musical producers that also produce for television, clubs and events.

Produce commercially

Productions in the commercial market are not or barely subsidized. Income from ticket sales, sponsors and merchandise have to pay the bills. Non-subsidized production occurs on various scales and can be both a positive choice and a necessary one: large-scale musical productions and small-scale performances by cabaret artists and theatre musicians are generally not eligible for subsidy and are therefore sometimes called ‘commercial’. This doesn’t mean that the productions are always big profitable successes. Not many dance companies in the Netherlands choose to work on a commercial basis. The world of the musical constitutes the biggest commercial market for dance.


Musicals are produced for a long run (minimum 150 nights). They are often staging in only one or a couple of theatres, such as Koninklijk Theater Carré in Amsterdam, AFAS Circustheater in Scheveningen and Beatrix Theater in Utrecht. Major Dutch producers are for example Stage Entertainment and Stardust Theatre. 

There are more experimental and smaller musicals and music theatre productions. These smaller companies offer more and often more rewarding work for performing artists compared to the bigger producers. These are for example produced by: Opus One, Introdans and Theater Terra. Impresario's also act as co-producers, for example Bos Theaterproducties, Bunker Theaterzaken and Montecatini Talent Agency.


The success of talent shows (So You Think You Can DanceThe Ultimate Dance Battle) means that there is more dance to be seen on television. These dance battles can be a good start for a professional dance career. Also video clips use a lot of urban and jazz dancers. Relatively little rehearsing is involved; dancers are often hired for one day only. The interests of the music industry have top priority. The dancer her/himself must take care of the proper training and warm up. 

Video dance is a genre of contemporary dance. This is a result of an increasing number of choreographers wanting to explore dance by means of video. They are inspired by the possibilities of capturing the moving body in cinematic/video images. To this end they delve into video, camera and editing techniques. 

Commercial events

Commercial presentations often make use of (show) dancers who are able and willing to work at short notice on different locations. Also theatre actors are often hires for trainings in companies. Fashion shows often make use of dancers. Holland Showballet for example, provides dance shows for television and commercial events.


Many mime and movement theatre groups work with dancers. For example, for street theatre, site-specific or multi-disciplinary projects. Opera companies work with dancers and choreographers regularly. Visual artists who are interested in the moving body occasionally look for dancers to perform in galleries or on location. 

Ball room dancing, ice dance and rhythmic gymnastics are examples of disciplines that can be classified as dance sports. They are seen as forms of dance because there is dance training involved and choreography used, and as sports because of the competitive element which takes place according to strict rules. Dance, theatre and movement can help ease the symptoms of the psychologically or physically disabled. Physical activity can be helpful for those undergoing rehabilitation. Dance and movement may constitute an emotional outlet for feelings that cannot be otherwise expressed.