James Jones (a.k.a Notorious Cree) Dances to the Beat of His Own Drum

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The Edmonton-based performer is introducing millions of people to Indigenous dance and culture, one show – and one TikTok video – at a time.

When the pandemic hit, powwow and hoop dancer James Jones found himself stuck at home like everyone else, suddenly spending an unprecedented amount of time on social media. Jones had already performed for massive audiences at Coachella, the 2010 Winter Olympics and the reality show So You Think You Can Dance Canada, but he was about to reach people in a whole new way. In April 2020, he filmed a 15-second video of a hoop dance in regalia to “Blinding Lights” by The Weeknd and posted it as @NotoriousCree on TikTok, where it went mega-viral. Since then, the 39-year-old from Tallcree First Nation in Alberta has gained more than 4.5 million followers on the platform with his videos about Indigenous culture, humour and dance. Now, Jones spends half the year on the road, performing and visiting Indigenous communities as a speaker, teacher and dancer. We caught up with the fleet-footed sensation on a brief break from the busy powwow season.

enRoute You’ve had a busy year performing at fashion shows, powwows and NHL games. What’s been the highlight?

James Jones It’s hard to highlight a single thing, but in the last year I’ve been doing a lot of work in First Nations communities: speaking, teaching and performing, getting to work with youth and meet Elders. I really love doing that kind of grassroots work, and I’ve been able to do quite a bit more of it this year.

    Courtesy of James Jones

ER You have shared that after your first performance, you felt like you weren’t meant to be a dancer, but your spirit wanted to keep dancing. How do you stay inspired?

JJ Dance has always been a healing tool for me. I feel really good when I’m dancing, and I always feel more balanced after. Regardless of what’s going on in my life, I feel like I can always dance. I do it every day, whether I’m practising or just trying some new moves. I still dance with a lot of the friends who I started out with, and I’ve become friends with many of the competitive dancers in the powwow and hoop dance community. I keep up to date with what everyone is doing, and that inspires me to keep learning, growing and practising.

ER How has your style as a dancer evolved?

JJ I was a breakdancer for many years before one of my friends took me to some powwows and I started dancing that way. First, I got into powwow, then I learned hoop dancing a few years after that. I used to have a lot of hip hop and breakdance flair, but recently I’ve toned it down. I’m really enjoying the traditional dances now. I love the process of learning about them and the history behind them. Thinking about all of that while I’m dancing is fulfilling in a different way.

A collage of images of James Jones with a rainbow patterned headdress

ER Do you ever get nervous before a show?

JJ Oh yeah. But once the music starts, I always feel great.

ER How do you use digital platforms like TikTok and Instagram to promote Indigenous culture?

JJ People use social media apps for all kinds of things, but I use them for storytelling. For me, they provide a way to share our stories and connect with our communities across the globe. One reason TikTok got so popular is that it became more than just a place for little dance videos. For Black, Indigenous and people of colour communities, it’s a great place to raise awareness about issues and problems, and also to talk about all the good things going on in the world.

ER You are a role model to many Indigenous youth. How do you feel about that responsibility?

JJ I was very lucky and privileged to have some amazing mentors in my life who taught me about dances, songs and ceremonies. Not everyone has access to that. One of the things I was taught was that this knowledge is not for one person to hold onto and keep for themselves. It has been passed on since time immemorial, and it’s for everyone – for the next generation, and the generations that will come after them. So, it feels like one of my responsibilities is to share that knowledge as much as I can.

ER When you get a break from travel, how do you like to unwind?

JJ I try to get into a chill routine at home. I go to the gym, visit with friends and family, and really try to disconnect from social media. I also like playing board games with friends. My favourite is called Wingspan – it’s a really cool strategy game, but it’s educational, too, because you learn a lot about birds as you play.

James Jones sports a long braid and a cowboy hat while looking off into the distance
James Jones sports a long braid and a cowboy hat

The Questionnaire

  • Dream seatmate? Cree country singer Ernest Monias.
  • Favourite souvenir? A polar bear skull that I was gifted in Nunavut.
  • Best travel memory? Growing up, I never thought I’d go to Europe. But when I was 17, I went to Italy to perform at the Bormio Ski World Cup. I really enjoyed it there.
  • Travel hack? Learn to travel light enough that you don’t need to check a bag. You can give yourself so much more time without one.
  • Hidden-gem destination? Haida Gwaii in B.C. Super beautiful, the biodiversity is amazing and the Haida people are so welcoming. There’s so much Indigenous history there.
  • Next trip? I’m heading to Quebec for a few performances.
  • Bucket-list destination? I’d love to go to New Zealand or Greece.

What’s in James’ Bag?

A braid of smudge
  • Smudge — I always have my sweetgrass smudge on me, my medicine.
A bottle of Aspirin
Photo: Helen Sessions/Alamy
  • Aspirin — As a dancer, I always carry aspirin just in case, because I’m doing so much movement. You never know when you will need it.
Rotating images of regalia: a bear paw necklace, headdress and moccasins
  • Regalia — I almost always have my regalia. I wear what are called fire colours. They’re a representation of a sun, with all the colours you would see in a flickering flame.
A golf ball
  • Golf ball — When I’m sitting on the plane, I step on it and roll it around under my feet. It helps with circulation and it’s really good for your hip mobility. Trust me – it will change your life.
Multicoloured collapsible hoops
  • Hoops — Mine are collapsible, so they fit in my little carry-on suitcase.