Illustration via Max Fleishman (Licensed)
The multi-channel network that's home to the Web's top dance talent is expanding to the music sphere, formalizing its place in the music business with a new parent company, izo.
“We are not just about dance anymore,” said Amanda Taylor, who remains CEO, in a press release. “In 2015, DanceOn pushed five new artists into Billboard’s Top 40. Our creative team and creator community develop programming that impacts music discovery and pop culture. Launching izo helps us further cultivate our audience of music fans and super-serve the DanceOn creator community and audience.”
DanceOn has had a hand in determining music trends already, including a partnership that drove Silento’s track “Watch Me (Whip/Nae Nae)” to chart -topping success on the shoulders of stars like Heaven King.
The name izo references intermezzo, “the musical piece that connects different works of music together,” according to DanceOn’s press release. Connectivity will be the company's focus, aiming to align fans, artists, and dancers into a mutually beneficial experience. Izo will build music-related series around some of DanceOn’s established programming.
DanceOn already generates an estimated 300 million monthly views and attracts 75 million followers across multiple platforms.