What DanceOn does

DanceOn is a privately held digital media company, founded in 2010 and headquartered in Los Angeles, that operates at the intersection of dance, music, and popular culture. The company builds and distributes social-first video content across Instagram, TikTok, YouTube, and Facebook, anchoring its own branded YouTube channel (DanceOn Demand), an editorial blog covering dance trends and viral content, a slate of original competition and documentary-style shows, and dance masterclasses. Co-founded by Madonna, Guy Oseary (CEO/Chairman of Maverick), Allen DeBevoise (former Machinima CEO), and Amanda Taylor (CEO), DanceOn claims a community of 5 million+ followers, 30 million subscribers, 75 million fans, and approximately 5 billion cumulative platform views. The company has been recognized by Forbes, Billboard, Variety, AdWeek, Business Insider, and Inc. Magazine as a first-of-its-kind dance entertainment platform with a track record of launching viral dance trends that support music artist chart success.

The company's underlying technology is described as a "social media content creation and distribution platform" with no proprietary technical components, patents, AI/ML capabilities, or APIs disclosed in the source data. DanceOn monetizes through four revenue streams: digital advertising placements across its social platforms, branded content built around cultural moments, custom original programming for brands, and music integrations connecting advertisers to artists and sounds. Pricing is quote-based and not publicly disclosed. The customer base consists of two primary segments: enterprise brand partners (a named roster of 50+ including Coca-Cola, Reebok, Mattel, Toyota, Verizon, Universal Pictures, Hulu, Lionsgate, Samsung, Revlon, and FILA USA) seeking authentic engagement with younger dance and music audiences, and consumer-side personas including dance and music fans, music artists (200+ collaborations), and dance content creators (thousands).

DanceOn operates with 11–50 employees under the legal entity DanceOn.com, Inc. (Delaware), and has raised approximately $4 million in disclosed venture funding across a 2013 round led by AMC Networks with Plus Capital, Luminari Capital, and Third Wave Digital, followed by a 2014 investment from Manatt Venture Fund. Distribution is global across social platforms, with no reported changes in ownership structure or institutional control beyond the four co-founders.

Name

DanceOn

Legal name

DanceOn.com, Inc.

Website

https://danceon.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

DanceOn is a digital media company that builds and distributes dance and music video content across Instagram, TikTok, YouTube, and Facebook, reaching 5 million+ followers and 75 million fans. It monetizes through brand partnerships, digital advertising, and custom programming for 50+ enterprise advertisers.

Ownership category

akta.pro rank

Product category

Digital Entertainment Media

NAICS

Dance Companies (711120), Performing Arts Companies (7111)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Dance Competitions & Showcases (Non-Esports) (MPAGADAH)

akta.pro secondary industries

Urban/Street Dance Performances (Hip-Hop, Breaking) (MPAGADAF), Youth/Student & Community Dance Recitals (MPAGADAI), Dance Education (Ballet, Contemporary, Hip-Hop, Cultural Dance) (EDAMAAAH)

Keywords

• Branded content creation
• Social video entertainment
• Digital advertising media
• Music artist partnerships
• Influencer marketing services

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain

Revenue model

1. Digital Advertising: Advertising placements across DanceOn's social media platforms reaching millions of engaged dance and music fans.
2. Branded Content: Custom branded content and programming built around brand messaging integrated with cultural moments.
3. Custom Programming: Original content series and programming for brands seeking to connect with dance and music audiences.
4. Music Integrations: Partnership integrations connecting brands to artists and sounds shaping popular culture.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

DanceOn is a digital entertainment company that produces and distributes original dance and music content across Instagram, TikTok, YouTube, and Facebook, operating the DanceOn Demand YouTube channel and a library of original shows. Its commercial offering centers on digital advertising, branded content production, custom original programming, and music integrations that connect enterprise brand partners (Coca-Cola, Reebok, Mattel, Toyota, Verizon, Samsung, etc.) with a community of roughly 5 million followers and a network of 200+ music artists and thousands of dance creators.

Product overview

DanceOn is a multi-platform entertainment brand at the intersection of dance, music, and popular culture. The company operates across social media (Instagram, TikTok, YouTube, Facebook), a YouTube channel (DanceOn Demand), original TV-style shows (Dance Showdown, Life of a Fitness Pop Star, Boy Squad, Chachi's World, Dance-Off Juniors, Raising Heaven, Every Single Step, The Edge, Yak Like We Do), a blog, and brand partnership/advertising services. The core platform connects brands with dance and music fans through digital advertising, branded content, custom programming, IRL events, and music integrations. The company claims 50+ brand partners, 200+ music artist collaborations, and a community of 5 million+ followers.

Differentiator

Problem solved

Functional benefit

Brands

• DanceOn Demand: DanceOn's branded YouTube channel featuring dance content and music-related programming.

Products and services

• DanceOn Demand Branded YouTube channel operated by DanceOn that hosts its original programming, including competition shows (Dance Showdown, Dance-Off Juniors, Every Single Step), docu-series (Life of a Fitness Pop Star, Raising Heaven, The Edge, Yak Like We Do), and artist-driven music videos (Artist Request, Boy Squad, Chachi's World); targeted at dance and music fans globally.
• Brand Partnership & Advertising Services End-to-end campaign service offered by DanceOn to enterprise brand partners (Coca-Cola, Reebok, Mattel, Toyota, Verizon, Samsung, FILA USA, etc.), combining social-first campaign production, IRL events and contests, custom branded programming, and music integrations connecting brands to artists and creators; backed by a 5M+ social audience and 200+ music artist relationships.
• DanceOn Masterclasses In-person masterclass events hosted by DanceOn with notable choreographers and music artists (e.g., Brian Friedman Advanced-level masterclass at Mihran K. Studios, Brinn Nicole DanceOn Masterclass), targeted at dancers and dance fans.

Quantifiable outcome

• 5 billion views across platforms
• +2 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered major and core.

• Coca-ColamajorGTM or Marketing PartnerBrand partner for dance content and cultural campaigns across DanceOn's social media platforms.
• ReebokmajorGTM or Marketing PartnerSports and fitness brand partner for dance content collaborations and fitness-focused campaigns.
• MattelmajorGTM or Marketing PartnerEntertainment and toys brand partner for dance content partnerships.
• ToyotamajorGTM or Marketing PartnerAutomotive brand partner for dance content campaigns across platforms.
• VerizonmajorGTM or Marketing PartnerTelecommunications brand partner for digital content and cultural campaigns.
• Universal PicturesmajorGTM or Marketing PartnerFilm studio partner for movie promotions and dance content integration.
• LionsgatemajorGTM or Marketing PartnerFilm studio partner for entertainment promotions and dance content.
• HulumajorGTM or Marketing PartnerStreaming platform partner for content promotions and cultural campaigns.
• SamsungmajorGTM or Marketing PartnerElectronics brand partner for digital content campaigns.
• FILA USAmajorGTM or Marketing PartnerFashion and sportswear brand that partnered with DanceOn to launch the #UpTheBeat dance challenge campaign in 2020.
• 200+ Music ArtistscoreStrategic or Co-development PartnerCollaborations with over 200 music artists including Lizzo, Bad Bunny, Drake, BTS, Halsey, and others for music video content, dance challenges, and cultural campaigns.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kin Community: Multi-channel digital network producing lifestyle and culture content on YouTube with brand integration as a core revenue stream. Operates a very similar model to DanceOn in a different content vertical.
• Mitu: Multiplatform digital media company producing short-form video content aimed at Latino youth audiences with branded content and social distribution. Highly comparable operating model to DanceOn and shares Allen DeBevoise as an investor.
• INDmusic: Digital music content and distribution company working with artists and brands around music-driven campaigns. Direct overlap with DanceOn's music integrations revenue stream; also linked via Allen DeBevoise's investment portfolio.
• Brat TV: Digital media company producing original short-form and scripted series for Gen Z audiences distributed via YouTube, TikTok, and Instagram. Closely mirrors DanceOn's original-programming-plus-social-distribution model.
• StyleHaul: Digital content network focused on beauty, fashion, and lifestyle creators with brand partnership monetization. Direct analog to DanceOn in adjacent vertical lifestyle; shares Allen DeBevoise as an investor.
• AwesomenessTV: Digital youth entertainment company producing scripted, unscripted, and branded content distributed across social platforms. Shares DanceOn's DNA as a youth-culture digital media brand with a brand-partnership revenue model and overlaps in investor/founder network (Allen DeBevoise was an investor).
• Tiny Reparations: Digital content company founded by Issa Rae producing premium short-form video content with brand partnerships for diverse audiences. Comparable scale, talent-led approach, and digital-first distribution model.

Broad incumbents

• Zefr: Technology platform enabling brands to advertise against contextually relevant video content on YouTube and TikTok. Relevant adjacent infrastructure player in the brand-video creator economy; shares investor connection through Allen DeBevoise.
• TheSoul Publishing: One of the largest digital media publishers globally, operating dozens of thematic channels across YouTube, Facebook, and TikTok. A scaled incumbent in the same niche-creator-network-plus-brand-partnership business model DanceOn operates in.
• Machinima: Pioneer digital entertainment network built around gaming and fandom culture with heavy brand monetization. DanceOn co-founder Allen DeBevoise founded Machinima, making it a directly comparable peer in operating ethos.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/danceondemand
• Instagraminstagram.com/danceon
• TikToktiktok.com/@danceon
• Facebookfacebook.com/DanceOnNetwork
• Xx.com/danceon
• LinkedInlinkedin.com/company/1490994

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DanceOn