Building a sustainable breaking industry with “The Plan”

Many aspiring b-boys and b-girls have dreamed of a scene like this. I can admit that I’ve fantasized about battling together with my crew, and making a living without having to rely on inconsistent winnings or side gigs. Unfortunately, only a handful of b-boys today are paid to train and battle full time. This doesn’t indicate a shortage of talent, but rather, a lack of infrastructure and opportunities that often forces talented breakers to decide between financial stability and what might as well be a pipe dream.

But there is hope — one man is working to make a change. He is Karl “Dyzee” Alba, a Filipino b-boy from Toronto’s storied Supernaturalz crew, former global tournament producer of the R16 international events, as well as creator of the criteria-based O.U.R. system for judging. Dyzee has made a name in virtually every category of breaking: inventing techniques, producing events, making videos, teaching, judging, and of course, winning plenty of competitions. If anyone has the knowledge and experience to fundamentally advance professional breaking, it’s Dyzee.

Within the last year or so, Dyzee has been developing “The Plan,” which is essentially a business model for breaking battles as a sustainable industry. His series of vlogs shows clear progress in making this a reality. Recently, The Plan reached a major milestone: Dyzee successfully piloted his business model in Taiwan. Check out the video below, and then we’ll summarize the key points of The Plan.

Fans, money, merch — seems perfect, doesn’t it? But, as Dyzee mentions, it takes business and entrepreneurship skills to create lasting value from breaking events. Let’s review the main points of this exhibition battle business model:

• Value proposition: Bringing the beauty of breaking to all audiences.
• Primary goal: To generate and monetize fan bases for city crews. On a broader level, this results in a consumer base for breaking as a whole.
• Revenue streams: Includes ticket sales, merchandise, and sponsorship deals. Target consumers are from outside the existing breaking community. “Make money for b-boys, not from b-boys.”
• Expenses: Venue rental, equipment, personnel, and talent (b-boys/b-girls), and marketing, to name a few.
• Success factors: Events must be regular and connected, i.e. each battle leads to the next. Rivalry between city crews must be clear and enticing.

Though producing city vs. city exhibition battles already seems like a complete business, there’s more to The Plan. Creating a dedicated fan base is just one out of three key components. Here are the remaining two:

• Building Blockhouses in major cities/regions. Blockhouse refers to a “clubhouse/battle arena/ ultimate training spot.” This facility would presumably include practice space, a social area, and a main performance space. Hopefully, Dyzee can surmount challenges like fundraising and finding the right business partners. If he does, the opening of the first Blockhouse will be a momentous occasion for The Plan.

• Establishing a “B-boy social club” in each Blockhouse. Rather than limiting usage to single crews, Blockhouse facilities and programs will be available to all who pay a membership fee. Opportunities to battle and make money will also be available to club members. Ideally, these incentives will encourage breakers in the same area to join the club and work together. 8–15 of the best breakers in the club will form the all-star team that represents a given city against other city crews.

Eventually we might see “rival city/turf battle leagues,” complete with scores, statistics, and standings that lead to championships. Of course, there are considerable obstacles to all parts of The Plan. Money is always short when it comes to the breaking community, rival crews may not want to work together, and business acumen is not the most common trait among breakers. Add in country-specific complications, and you have yourself a real challenge.

However, I remain confident in Dyzee and The Plan. The core business model is clear in how it generates value for breakers and other consumers. Secondary problems may hinder progress, but shouldn’t indicate any issues with the core concept. Furthermore, Dyzee has already succeeded on a regional scale with one component of The Plan, and is currently working on the remaining parts, along with expanding to other countries.

Curious about how detailed and coherent The Plan really was, I asked Dyzee to fill out the Lean Canvas, which is a “ a 1-page business plan template…that helps you deconstruct your idea into its key assumptions.” If you read through the chart (left), you’ll see that there are many moving parts to this model. It’s not just because the template has 9 sections — this level of consideration is necessary for any startup. Dyzee will likely revise and add to the Canvas with each periodic reassessment, incorporating new information as the project develops. For the rest of us, this one-pager is a valuable glimpse into one of the most promising ventures to emerge from the world of breaking.

The Plan is immensely important to the future of the breaking community. Regardless of how far this project goes, it will be a pioneering example of breaking’s potential to become a sustainable industry. I’m personally looking forward to the day when I can participate in The Plan, even if that just means buying a ticket to the first Blockhouse event in my home city.