Jaïr Franken can’t imagine a life without dance. Driven by this energy, he is building Sample Culture, an organisation dedicated to innovation within hip-hop dance. What began as a small festival initiative has grown into an organisation with international impact — from Eindhoven to Mexico. In everything Jaïr does, the focus is on creativity, community and renewal, with the aim of creating a future in which dancers and makers can make a living from their art.
“We are constantly reinventing ourselves; that’s part of who we are.”
A culture in motion
“The term ‘Sample’ in Sample Culture emerged from the hip-hop idea of sampling,” Jaïr explains. “In hip-hop music you use snippets of existing tracks to create something new. Dance works in the same way: inspiration comes from different corners – we sample the flair of gymnastics or the movement language of kung fu – and give each of these a new meaning. That’s how the culture stays in motion.”
What started in 2015 as a festival organisation, evolved in the years that followed into a recognised talent development institution. Since 2019 Jaïr has overseen the business side of the organisation, supporting makers to develop both artistically and professionally. “We focus on multi-skilled makers and action-doers,” he explains. “In our culture everyone does a bit of everything. People teach classes, make music and produce videos. We consider that normal: helping each other, sharing knowledge, growing together. We were doing that even before we received any funding.”
Sample Culture’s talent development programme is built on three pillars: the Maker, who focuses on theatre productions; the Community Champion, mainly visible during battles; and the Community Leader, the driving but quiet force behind the community who connects people, organises events and builds organisations. The last group is crucial, says Jaïr: “They work mostly behind the scenes and keep the engine running. We’re currently running a pilot in which, at four locations in the Netherlands, talents are active. With support from Sample Culture they organise weekly sessions, events and build their own community in the city. It demands customisation, because each city has its own dynamic.”
Open Your Mind – from Eindhoven to Mexico
Sample Culture’s most visible project is Open Your Mind, known worldwide as one of the most leading experimental dance events. “Eindhoven has become a kind of World Championship, though we absolutely don’t see it that way ourselves,” says Jaïr. “The event combines elements of battle with theatre. Through assignments we challenge participants to think out of the box; the rest is up to the dancers themselves.”
The openness to experimentation and interdisciplinarity is what makes Open Your Mind unique. “We aren’t afraid to link dance to fashion, new music styles or technology. We are constantly reinventing ourselves; that’s part of who we are.”
“Transgressive behavior is injustice number one for me.
If I can do something to promote safety, then I will
The drive: justice and safety
Jaïr is guided by his intrinsic motivation. Working towards a socially safe sector is therefore a no-brainer. “Transgressive behavior is injustice number one for me. If I can do something to promote safety, then I will – regardless of whether it’s in the dance sector or outside it. Ignoring it goes against my core values. In our scene no one was yet engaged in this theme or associated with the Dance Safety Alliance, so I’m happy to set a good example.”
Open Your Mind is a prime example of how it can work: inclusive, diverse and marked by an open culture. “I cannot imagine much more inclusive. That is, in large part, embedded in our culture. That doesn’t of course change the fact that we must also establish protocols, train our volunteers and appoint a confidential counsellor as an organisation. That’s something we are working on right now.”
“I hope the dance sector can offer a professional existence in which people can fully focus on their art.”
“I hope the dance sector can offer a professional existence
in which people can fully focus on their art.”
Looking ahead
Although Sample Culture is now officially recognised as a talent development institution, Jaïr sees this not as an end point but as a starting point for further growth. “We want to keep experimenting, keep learning, continue to develop our programmes and professionalise as an organisation. People often have multiple side-jobs in order to keep dancing. That must change. I hope the dance sector can offer a professional livelihood in which people can fully dedicate themselves to their art. That they get the space to keep innovating, to develop new programmes and to build bridges – even when the current generation of flag-bearers passes on the baton.”
Photo’s: Kas van Vliet, Sjoerd Derine