The Art of Entrepreneurship

“Only those who adapt to change and are chameleon-like will succeed.” Sherrie Johnson is a chameleon. She adapts and maneuvers through change and obstacles. By curiously searching for solutions, Johnson has built a successful career around the world of theatre. Now the Executive Producer of Canadian Stage, Johnson sat down with our team to discuss her entrepreneurial path that led her to the success she reaps today.

Journey — Idea to Reality

Before taking the reigns as executive producer of Canadian Stage, Johnson co-founded Da Da Kamera, an international performance company. After touring around the world, Johnson’s entrepreneurial spirit continued, founding the Six Stages Festival.

By setting artistic boundaries and solving problems, Johnson’s love for the arts and those around her executes amazing productions. To Johnson, all failures are learning curves leading to future success. After studying criminal law at Indiana State, Johnson took an acting class on a whim and fell in love with theatre. After immigrating to Canada in the early 90s, she toured with Michael Kelly’s Shakespeare company and Hillar Liitoja. Stuck in administration for both roles, Johnson realized that she needed something more. She needed to create.

When Johnson was introduced to Platform Nine, she landed a job at Sound Image Theatre as a publicist where she met Daniel MacIvor. Johnson was ready to make her mark. After a few months, Johnson and MacIvor quit to form Da Da Kamera. All her training came together. Sherrie became an expert in producing, touring, and co-financing, while Daniel made use of his creative background. With love, hard work, and determination, Johnson and MacIvor toured the world for twenty years.

“We wanted to askew regular roles in the theatre and create our own, so we built a company where everyone was equal and the art was also equal. Everything — lights, sound, acting, directing — we included it all from the very beginning to make our shows. And then we had a wonderful twenty-year career where we toured all over the world.”

Although a story of entrepreneurial passion, in reality, Johnson and MacIvor had to take several odd jobs to keep Da Da Kamera afloat. They built an equal platform where both felt responsible. Step by step, they gained some traction.

According to Johnson, the key to their survival was personal connections, trust, collaboration, and hard work. After her time on the road, Johnson noticed a need in the market. There were so many talented Canadian artists, but no one was championing them.

Using her network of international connections, Johnson started the Six Stages Festival to showcase local Canadian shows and promote international works to Canadian audiences. For Johnson, it was about reciprocity; building a relationship between Quebec and Ontario while creating an international platform for emerging Canadian artists.

Industry Perspective

In Johnson’s twenty-five years, she sees everything as art. Artists are the changemakers of society. They integrate and blur boundaries. They create correlations of influence in their work. As a producer, Sherrie follows artists to leave no stone unturned.

“I think we’re going to see the arts become completely immersive,” Sherrie says in response to technology intervention. “Savvy producers, writers, and artistic directors will use it if the right project comes around. It’s absolutely going to happen.”

To Johnson, it’s a time to make room for the new as we get rid of the old. A matter of observing and seeing what’s possible in the future.

Tips & Tricks

After taking the time to sit down with Origins, Johnson shed some light on what she believes young producers need to be the most aware of: time. Every project needs time to be brought to life. There is no instant gratification, money, or results. Think through everything, take feedback, and make your work better. Johnson accomplished her success by combining creativity and commerce. Johnson explains that the arts is a business and if you don’t approach it that way you won’t succeed.

You need to know your niche to know your strategy. It’s about having the curiosity to ask what’s going on in the playing field. Who are your competitors? What are their weaknesses? Any and all business standards can be applied to the arts. Look at them as a guideline, make them yours, then ask why. Why would I do that? What does it mean? Sherrie believes that if you can start coming up with the answers, your project is worth fighting for. Audience is important.

Johnson’s advice is to look at what your audience is responding to. But be warned — as an artist, it can be a double edged sword. You need to create works authentically, not because it’s something people want to see. The more loyal to yourself and your art, the more global and universal your creations will be.

The Bottom Line.

Support your artists. Whether in producing, administration, development, or directing. Our roles as supporters shift as artists create change. They innovate and then we build new structures to support their creations. Without the arts, where would be?