How DanceOn is making big moves, with help from go90 mobile platform
LOS ANGELES -- Chances are if you've browsed YouTube, you've stumbled upon some kind of video featuring dancing.
The video giant is home to more than 24 million dance-related videos, which have been uploaded to the platform over the last 10 years.
Amanda Taylor was among those who spotted the potential in the dance genre early on. In 2010, she launched DanceOn -- a multi-channel network dedicated to music and dance in pop culture -- from her New York City apartment.
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Since then, the digital media company has evolved into a network with about 5 billion views, 30 million subscribers and 75 million fans across its platforms.
And its not stopping there. In late 2015, DanceOn decided to focus on what it felt was the next big platform: mobile.
The company is in partnership with Verizon's go90 to exclusively make 25 original series for the platform.
This week, one of those projects -- Dance-Off Juniors -- made its debut, marking a big moment for DanceOn's trajectory in the entertainment world.
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"Nobody else really owns the [dance and music] genre," Taylor told Mashable. "There are other entities out there, like Vevo, but from an editorial voice standpoint and culture movement that includes communities of content creators I think we’re really unique."
Taylor co-founded the network with Madonna, Guy Oseary and Machinima chairman Allen DeBevoise. Investors include Allen DeBevoise, AMC Networks, Third Wave Ventures and others.
Just as Taylor recognized the popularity of dance videos, she now sees the potential in mobile.
"I believe very much in the go90 platform," she said. "Hopefully, we’ll drive a lot of viewership and engagement there, not only with this show but with all the programming we’re doing with them."
In 2016, research firm eMarketer estimates U.S. adults will spend an average of 3 hours and 8 minutes per day on mobile devices, excluding voice activities.
The firm's research suggests Millennials are also the most active video viewers of any U.S. age group.
DanceOn is certainly not the only player partnering up with Verizon (go90 has struck deals with StyleHaul, AwesomenessTV, Disney-owned Maker Studios and others). However, it definitely has one of the largest content deals with the platform.
Like other DanceOn programming, Dance-Off Juniors is a dance competition -- but this time it stars kids.
Thirty dancers (ages 10-16) compete weekly for a $5,000 prize. The first season is composed of 10 twenty-minute episodes.
The judges include celebrity dancers and choreographers Matt Steffanina, YouTuber Todrick Hall (who has his own MTV show), Alyson Stoner (known for Cheaper By the Dozen and Missy Elliot music videos) and Ladia Yates. It is hosted by Devon Werkheiser, from Nickelodeon’s Ned's Declassified School Survival Guide.
"Over half the people who watch my videos watch them on their mobile devices," Steffanina told Mashable. "This show is definitely a great way to reach that audience."
Other DanceOn go90 shows include: Every Single Step, a choreography competition executive produced by Nigel Lythgoe (FOX’s So You Think You Can Dance) and Chachi’s World, a docu-series following dancer and social media superstar Chachi Gonzales (winner of MTV’s America’s Best Dance Crew).
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Topics Verizon
Saba was a Los Angeles-based reporter who covers all things digital entertainment, including YouTube, streaming services and digital influencers. Prior to that, she spent two years at the Los Angeles Times covering entertainment for the Calendar and Company Town sections. Saba grew up in Santa Monica and graduated from Boston University with a B.S. in journalism and B.A. in political science. When not reporting, she is usually binge watching shows online or looking for new coffee shops to frequent.
