Oh we may like to gossip about our Hollywood Celebriyogis, but come hither team YD, lend your ear as we impart to you the ushering in of a new era. Indeed, a new breed of yoga superstars is afoot; welcome to Yog-Idol where not all teachers have the right amount of razzle dazzle. Well not enough to be hired by the Yoga Artist Management Agency (YAMA), that is.
OK, rewind<< Remember when we spied a little note at the bottom of the Gap press release last week, something about a Yoga Agency? And then wondered what in tarnation that could be, imploring y’all to call Ava and find out? Well thanks to the awesome sleuth work from the folks at elephantbeans, they have answered our call and we now have some clarity. Which, really, is all we ever we ever ask for in life, isn’t it. Clarity.
The intrepid beaners uncovered the following:
Says founder Ava Taylor, the Yoga Artist Management Agency is “a joint venture with Velour Music Group – producers of the groundbreaking Wanderlust Festival. YAMA is the premier yoga talent agency in the world exclusively representing a diverse portfolio of distinguished instructors.”
All right, so it’s a PR company promoting yoga ‘personalities’ (our words) deemed superstars (or “distinguished instructors”, sorry). Part of us is ick! Part of us says go yogis, flaunt it if you got it. Recognition sure is nice, right? (Also, yes it is that Wanderlust Fest, the one we were lusting after and were lucky enough to nab tickets to give away to readers. Go figure!)
Of course we can’t entirely blame the enterprising yoga teachers. We may not like it, but who can knock the rock bands when they’re trying to make it big and the machine (managers, agents, labels) buys em out with a signing contract and tosses em a few bucks? Generally, some of you may have noticed a yoga teacher’s career is not a particularly lucrative one – if you’re the type to count money as a necessity in today’s world. Surely if instructors had a nickel for every student they positively influenced in their daily lives they’d be millionaires. And as of today we only know of a select few (ie. Bikram, Ramdev) who can claim that title.
Like any other athlete or Hollywood actor, big time yoga instructors’ lives are starting to require such tiresome encumbrances as frequent travel, paid endorsements, public appearances, assistants, agents, managers, drivers etc. That’s the game we’ve built for celebs these days. Yoga in North America is turning out to be no different. This may very well be yoga’s 15 minutes in pop culture stardom, should we not just let the ambitious yogs have their limelight and sell out?
–YAMA doesn’t have a roster, or website just yet, but we’re aware the fierceness of Sadie Nardini is amongst the likes of Yoga A-listers.
We just wonder if these new agencies are willing to insure the Yog-Idol butts, like Jennifer Lopez and her billion dollar booty.
PS. we talk a lot about yoga going mainstream, and in case you were on the fence, this was your shot of pop verifying serum, in the form of bright lights and dollar signs.
[Thanks again to elephantbeans]