As more music streaming services and social media apps announce their transition into original content, the battle for positioning remains unpredictable.
Power players like Apple Music and Spotify have yet to make a very definitive shift beyond music sharing and discovery to solidify their identity as digital content providers. Snapchat has experienced notable success, as more brands and media partners experiment with different formats that tap into the existing user experience. Netflix and Hulu have mastered their market, creating network-caliber programming designed for the second-screen generation.
While the landscape is still evolving, and such uncertainty builds anticipation, it also presents an opportunity for thriving digital media and social entertainment platforms with an established niche and to remain steps ahead of emerging trends. Announcing a new partnership with mobile entertainment app go90, DanceOn is expecting this move to place its premiere entertainment-focused platform ahead of the pack.
With an expansive network that boasts more than 4 billion total views, 25 million subscribers, and over 40 million fans across platforms, DanceOn stands as the largest entertainment network for dance-related content on any platform. Celebrating music and dance throughout pop culture, the digital media company is a dominant force with tremendous influence amongst a prime millennial audience. Fueling massively viral dance trends tied to chart-topping hits such as “Trap Queen”, “Watch Me Whip / Nae Nae”, and “Hit The Quan” — DanceOn is widely regarded for its user-generated challenges and docu-series that have featured globally renowned acts like David Guetta, Diplo, and Sia.
Joining go90’s list of partners for mobile-first programming, DanceOn will produce and distribute over 80 hours of exclusive original content for their new over-the-top (OTT) mobile video service. Their slate begins with Every Single Step, a new dance competition series executive produced by So You Think You Can Dance creator Nigel Lythgoe, and Chachi’s World, a docu-series based around the life of digital influencer and former MTV star, Chachi Gonzales. Aside from both shows, the partnership includes the fulfillment of 27 additional series to be released through 2017. DanceOn will also be launching its own studio that will support production of original content for partners, which accounts for YouTube, Vessel and go90.
“We are thrilled to be working with go90,” stated Amanda Taylor, CEO of DanceOn. “This partnership gives us the opportunity to build upon our original programming slate, launch new IP with out top talent and further strengthen our platform for the discovery of popular dance and music.”
Multiplatinum, and 7-time Grammy Award winning pop icon Madonna co-founded DanceOn, alongside her longtime manager and business partner Guy Oseary, Amanda Taylor and Machinima Chairman Allen DeBevoise. The list of investors includes DeBevoise, AMC Networks, Third Wave Ventures, Plus Capital, and Luminari Capital among others.