We had the good fortune of connecting with Alex Francoeur and we’ve shared our conversation below.
Hi Alex, can you walk us through the thought-process of starting your business?
I have been a professional dancer for over 14 years, traveling across Canada, the USA, and Paris to elevate my craft. After these experiences, I decided to base myself in Montreal to pursue my journey. Building a career in dance made me feel like all my achievements were solely about me, and I felt a strong need to give back to the community. I wanted to share the tools I had gained and especially bring the community together.
In 2020, during the pandemic, I noticed that the art of dance was really suffering. The up-and-coming generations of dancers were giving up and lacking motivation, which was totally understandable. My first instinct was to find a way to keep the love of dance alive, and in person, not just over a screen.
Growing up, I participated in dance conventions, so I decided to unite dancers from across the province and bring together a faculty of incredible choreographers and leaders in our industry in Quebec. We aimed to share the love of dance together. Within two weeks, our event sold out, and that’s when I realized that dancers were still out there and hungry for opportunities. That’s how DJAM was born, and we are now entering our fourth year, building conventions and creating opportunities for the community.
Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
I don’t know if it’s a good thing or not, but I believe I am where I am today business-wise mainly because I didn’t put any limits on myself and gave 100% of my focus to making it happen. I didn’t dwell on the “what ifs” or “how will I do it.” I just had a vision and sent out thousands of emails. I was fortunate to have a mother who also started her own business, a hair salon. She was definitely an inspiration, showing me that I was capable and giving me tips and tricks, especially financial advice.
I soon realized that you need a team to keep the business evolving and that you can’t do everything yourself. For me, it’s still a very big challenge to delegate because DJAM is my baby, and I care so much about it. I’m now realizing that the people I hire are there for a reason and also believe in the best of my company. My advice is: don’t wait too long to build an incredible team that will uplift you and your business.
I want the world to know that you can achieve anything no matter where you are from. DJAM was only an idea in my living room, and now I bring choreographers from all around the world to Canada, with over 1,000 dancers coming to experience the DJAM factor. I think the challenge for any company is to keep responding to the demand by evolving and offering what is truly needed. We offer more than dance classes. We offer a safe place, a community you can be a part of, an experience to elevate your inner self, all through the art of dance.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Quebec is so beautiful. When I bring choreographers to town, a few of them often stay longer to visit. I would definitely take them to visit the Old Port of Montreal at night and enjoy a meal on a terrace there.
Soon enough, we’d hop in a car and drive three hours to Quebec City. Quebec City is wonderful to walk around and offers a different perspective of our province. There’s rich history, beautiful places to relax like an amazing outdoor spa facility in the woods, and several spots to experience the vibe of many festivals.
Here’s a little itinerary for a week-long trip:
Day 1-2: Montreal
Old Port of Montreal: Walk around and enjoy the vibrant atmosphere.
Dinner on a terrace: Experience the local cuisine with a view of the port.
Mount Royal: Hike up Mount Royal for a stunning view of the city.
Jean-Talon Market: Explore the local produce and enjoy some delicious snacks.
Day 3-5: Quebec City
Old Quebec: Wander through the historic streets and visit landmarks like Château Frontenac.
Montmorency Falls: Take a trip to see the stunning waterfalls.
Siberia Station Spa: Relax at this amazing outdoor spa facility in the woods.
Local festivals: Depending on the time of year, enjoy the lively atmosphere of one of the city’s many festivals.
Day 6-7: Surrounding Areas
Charlevoix Region: Drive out to explore this beautiful area, known for its picturesque landscapes and charming villages.
Île d’Orléans: Visit this island for a taste of local wine, cider, and stunning views of the St. Lawrence River.
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Wow, this is such a big question. There are definitely a few key people in my journey who have played significant roles in showing me the ropes of the industry and believing in me. One particular dancer, choreographer, and entrepreneur who has been a mentor and especially someone who showed me that the impossible was possible is Nico Archambault. I remember growing up and saying, “I want to be like him.”
The first time Nico hired me was in 2010, and since then, he has shown me how to stand up for myself and what it’s like to have core values that guide my decisions. He also demonstrated that there are no limits to what a dancer and choreographer can achieve. Just two days ago, I was still calling him for advice. I am proud to have learned from an artist like him and to have maintained that relationship for 14 years.
Website: www.djamlaconvention.com
Instagram: @alex_francoeur
Facebook: Alex Francoeur
Image Credits
Photo 1 (Golden Buzzer) : Marie ETCHEGOYEN/M6
Photo 2 (DJAM ): Blacky Patsy
Photo 3 (choreographer Netflix live special) : Bertrand Exertier
Photo 4 (choreographer for Lu Kala) : Eric Myre
Photo 5 (Choreographer The Voice Canada) : Bertrand Exertier
Photo 6 (DJAM) : Blacky Patsy