DanceOn, as its suggests, has made a name for itself in the digital video world by distributing a network of dance videos across the web. Recently, however, it has started to branch out, and now, it is launching a new parent company to reflect its shifting focus. During NewFronts, DanceOn announced izo, which a press release describes as a “music brand for today’s connected generation.”
While dance videos will still be a major part of DanceOn’s m.o., izo (which is derived from the musical term “intermezzo”) will provide a new platform dedicated to music. Planned initiatives include several new web series, live events, and branded content.
“We are not just about dance anymore,” said DanceOn CEO Amanda Taylor in the 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.”
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Chief among the artists DanceOn has championed is Silentó, the Atlanta teenager who became a viral sensation after his song “Whip/Nae Nae” went viral. The music video for the song, produced by DanceOn, ended up as YouTube’s top trending video of 2015.
The launch of izo was forecasted by two recent additions to DanceOn’s executive team. In April, the network hired Karen Schuchardt as its Chief Revenue Officer and Betty Tran as its EVP of Marketing. Tran in particular has ample experience in the music industry thanks to her previous role at Live Nation’s Insomniac Events division.
