Dance.com Debuts as the First Editorial Website Dedicated to Covering the Full Spectrum of Dance

From Beyonce to ballet, dance on TV, video games, social media and competitions, now has a home on the web

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Feb 23, 2017, 07:30 ET

NEW YORK, Feb. 23, 2017 /PRNewswire/ -- Dance.com announced its debut today as the first editorial website to cover all aspects of dance — from viral videos to TV dance shows to ballet, Broadway and beyond. The Dance.com brand also features monthly video dance competitions and an online community for dancers.

"This is a place for all dance fans," said Pia Catton, editor in chief of Dance.com. "Dance has become a huge cultural force, and we're bringing all genres together, regardless of notions about what's 'high' and 'low'."

Dance.com is looking for whizzes at flying and spinning through the air for its Jumps and Turns Video Contest! The winner is awarded $500 and is named the 2017 Dance.com Jumps and Turns Champion. All genres, skill levels and ages are welcome. Special prizes of $100 Capezio gift certificates for under 9 years of age and under 17 years of age.

Catton spent seven years at The Wall Street Journal, reporting on dance and the performing arts. "Dance deserves its own media brand," she said. "It plays an integral role in culture, in the same way music does."

Its first week, Dance.com features interviews with Taye Diggs (film star and choreographer); Derek Hough (five time Dancing with the Stars champion) and Miles Brown (child star of black-ish and dancer).

During its beta, Dance.com content has already found a viral audience, with a Facebook reach of more than 10 million people for its coverage of the Wisconsin High School dance team's fierce Beyonce tribute. The video for "Sorry Beyonce, This Formation Ballroom Dance Is Completely Mesmerizing" reached almost 2 million people.

For its first monthly contest, "Show Us Your Best Jumps and Turns" Dance.com is inviting dancers of all genres and skill levels to enter videos of their most creative combinations. The prize is $500 and a TV appearance for the Dance.com "Jumps and Turns" Champion. Upcoming monthly contests include "Pet Dance Party!" and "Military Groove."

Dance.com is owned by Capezio, the 130-year-old dancewear company, and is operated by Buzzr, a digital media, marketing and technology firm.

"We've been watching as dance explodes on television, film, music videos, video games, and dance competitions," said Anthony Giacoio Jr., CEO of Capezio. "It was time for someone to bring it all together."

In fact, 56 million people watch the top 10 dance-focused television series and specials; 61.5 million copies of the two best-selling dance video games have been sold; among the top 10 YouTube videos of all time, six feature dancing, with some 12 billion views.

The Dance.com brand brings together Ed Sussman, former president of Inc.com and FastCompany.com, and Harold Bolling, the former publisher of Inc.com and FastCompany.com.

"This is a much bigger potential audience and revenue opportunity than our previous collaboration," said Ed Sussman, Buzzr CEO. "The digital content market had a significant content hole and Dance.com is stepping in to fill it."

Bolling noted that dance is an expression of celebration, and is therefore among the most joyous art forms. "An association with happiness creates an emotional bond between consumers and advertisers."

For sales, contact Harold Bolling at [email protected]

Media Contact:

Shelley Clark
[email protected]
646.489.8582

SOURCE Dance.com