Dancing Dreams into Being
Interview with Jaleria Rivera, Founder of SpaceCraft
Jaleria designs awe-inspiring spaces for artists. As a joy activist, she believes raw enthusiasm is the gateway to collective liberation. She is currently devoted to SpaceCraft. An artist-owned maker space grounded in play and imagination. With a B.A. in Communications and Creative Writing, plus a near decade of experience in Sales Marketing and Creative Strategy, Jaleria pushes convention through art practices such as Transnational Fusion dancing, ceramic wearable art, and co-leading grassroots art advocacy organizations.
Who were your early influences, and how have they shaped the evolution of your artistic style? My artistic journey kicked off in 2020, right smack in the middle of the pandemic. Like many of you, I found myself in a world that suddenly slowed down, giving me the chance to dig deep into my purpose and dreams. Scrolling through my "Watch Later" videos on YouTube, I noticed a trend—99.9% of of these videos were street dance compilations. This led me to a profound exploration of the street dance universe, stumbling upon belly dance and more experimental styles. The inspiration sparked, and that's when I carved out my practice space. Within a year of dancing in my living room corner, the idea of SpaceCraft burst into my mind. Originally, the idea was to create an art gym to combat the rising costs of space. It took another six months to connect with fellow dancers and artists in my community. When lockdown restrictions lifted, I dove headfirst into the community, attending every event I could find. I broke the ice by painting the picture for SpaceCraft, even though, at that point, it was nothing more than an idea. That vocalization allowed others to see themselves in the idea. Today, through the support and love of my community, SpaceCraft is a grassroots brand gaining momentum. I have zero doubts we will bring it to fruition with the coming years.
Can you share a significant challenge you've faced in your career and how you overcame it? My career is a double act; by day, I’m a Sales Planner at Yelp, and by night, I'm the Founder and Artistic Director of SpaceCraft. The biggest shift in my career happened during the pandemic when I left a legacy corporate company for Yelp and started a company in the same year. I don't see these changes as challenges because they align with my purpose. SpaceCraft will one day be my sole career, but for now, I'm soaking up all I can from my marketing role at Yelp, sharpening the leadership skills needed to run a company.
How does your creative process unfold? What role does music play in your artistry? My creative process is a labor of love, full of details and depth. I revel in discovering the stories and nuances behind the styles that move me. For instance, Symbol Dance—a style birthed by a black woman in Russia, blends traditional dances like belly dance and Odissi with street dance. Learning from trailblazers like her fuels my practice because it proves you can merge elements from various sources to create something uniquely yours. Music is another avenue of discovery because, let's face it, musicians and dancers are kindred spirits. Dance is the vessel for music, and it morphs with the rhythm. I challenge myself in two ways: (1) diving into different music genres like R&B soul and desert rock, or (2) delving into the foundations of music theory through percussion instruments like zills and alsauto. While music isn't my primary medium, it serves as a beautiful mirror reflecting how I can better connect with the multi-facets of my artistry.
What current project excites you the most, and what are your future artistic aspirations? Right now, my heart and soul are poured into building SpaceCraft—an artist-owned maker space welcoming creators of all kinds. The idea is to put ownership back into the hands of artists because I’m sick of artists feeling trapped and forced into gigs and commissions by people in power. It’s unacceptable, and that's where SpaceCraft comes in. It's an affordable haven for artists to hone their craft while connecting with others in their community. The grand dream? SpaceCraft expands into small cities across the country, each a reflection of the artists it houses. It's not just a space; it's a home for collective imagination, creative genius, and arts activism.
What key piece of advice would you offer to aspiring artists? How can people connect with your work? There's no playbook for what's never been done before. Our mission, as artists, is to express our unique take on the world through art. Your artistic fingerprint is one of a kind, deserving the attention to fully manifest. Ultimately, it's about zeroing in on your purpose. For me, that purpose is making space for artists through design and advocacy. Dance is the artistic manifestation of that work, and SpaceCraft is the communal legacy. Remember to vocalize your dreams; let yourself be seen because fellow artists are ready to build. We're the change-makers and world builders. Give people a chance to help you create the next generation of art and community
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& UNTIL FURTHER NOTICE, Celebrate Everything xoxo (I will see you in the NEW YEAR)!!
Thank you for inviting me to share my story 🌹 This was a lovely opportunity for reflection and refinement.