Starting an Entertainment Business If you've got the drive and the talent, you can earn a profit by putting on a show.
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Spencer Horsman's business partner is a dummy. That'sOK, though, because Horsman could hardly call himself aventriloquist without Dexter, his right-hand man. Horsman, 16, whohas been performing with Dexter since he was 8 years old, is soadept at making Dexter seem alive that the duo has been featured onLate Night with David Letterman, the only ventriloquist act to everappear on the show.
Like Magic
The idea for Horsman's business appeared like magic when hereceived a hand puppet for his 8th birthday. But magic had littleto do with the hours of practice it took for him to learn the artof ventriloquism. After a little help from videos by professional"vents," along with strategically placed business cardsin his father's magic shop, Horsman began getting jobs aroundthe Baltimore, Maryland, area where he lives.
Spencer attributes his success to business skills likeprofessionalism, management and networking, but his vent skillsaren't too shabby either. Shortly after honing his craft,Horsman placed second in the International Ventriloquist Contestheld in Kentucky. The judges, professional vents themselves, wereobviously impressed with the 8-year-old's puppet-handlingskills and the quality of his jokes. Incorporating a few magictricks didn't hurt either.
Tapping TheirTalents
Like Horsman, teen 'treps across the country are discoveringthat talent equals money and, sometimes, fame. Marlena Cooper, forinstance, is certainly a celebrity in her hometown of Jefferson,Texas. The 20-year-old began singing when she was 7 and made herprofessional debut at 13. Cooper performs almost constantly, inanything from weddings to jazz festivals and other special events,and has been offered recording contracts. While Cooper sees arecording career in her future, she turned the offers down, fornow, to concentrate on her education.
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| Read Spencer and Dexter's story in its entiretyat YoungBiz.com. |
The Dazzling DiMuzio Brothers, on the other hand, have juggledtheir way to fame in Charlotte, North Carolina. David DiMuzio, 17,started out as a solo act after learning the skill from familymembers in 1996. "I started out as a juggling clown," herecalls, "but putting on and taking off the makeup took toomuch time."
The Dazzling DiMuzio Brothers act was born when David was hiredby a church but realized he didn't have enough material to fillthe 30 minutes that his client requested. Paul, now 15, who hadlearned to juggle from his brother, stepped in to help and neverstepped back out.
During their act, the brothers juggle everything from rings togarden tools while telling jokes. And the grand finale finds Paulstanding on David's shoulders and juggling flaming torcheswhile David juggles machetes and rides a unicycle.
Tips From thePros
Performers are good at making what they do seem easy, but it'snot all magic. If performing is your thing, here are some tips thatHorsman, Cooper and the DiMuzios say will help you glideeffortlessly into a theatrical business of your own.
- Develop your talents. Performers like the ones mentionedhere often discover their talents completely by accident and hitupon a business idea after finding something they're naturallygood at. What are you good at? Make a list and then figure out waysto improve upon your natural abilities. Horsman and the DiMuziosboth used videos by professionals in their fields. Similarly, DavidDiMuzio joined a jugglers' club, while Horsman uses theInternet to share experiences and tips with other vents.
- Practice, practice, practice. While Cooper makes moneysinging at professional events, she also sings for fun with a localgroup called the Junior Historians. "We're just a bunch ofkids who get together every Sunday to practice and put on showsduring every major holiday," she says. Juggling, according tothe DiMuzio brothers, requires constant practice and refinement."When we're getting ready for a competition, we basicallyeat, sleep and juggle," David explains.
- Focus on marketing. Even the most mundane marketing toolcan be a goldmine in a performer's hand. Take Horsman'sbusiness cards, which he displays in his father's magic storesand hands out to anyone who will take one. The card, folded in theshape of a small suitcase, opens to reveal a picture ofDexter's head, complete with a moveable mouth. The DiMuziobrothers always have their juggling gear in tow, but they also usethe more traditional fliers and pamphlets, which they hand outeverywhere.
- Take care of business. While start-up costs forperformers who own their own businesses are often low, it is stillessential to watch the bottom line. Cooper, who needed money forsoundtracks, a sound system and a microphone, found this outfirsthand. Fortunately, Cooper's uncle, an entrepreneurhimself, helped her not only by loaning her money, but also byteaching her financial responsibility in the form of a loanagreement. Says Cooper, "He laid out a plan telling me howmuch he planned to let me borrow and when he wanted itback."
