Avant Garde Dance Company

What Avant Garde Dance Company does

Avant Garde Dance Company is a London-based hip-hop and contemporary dance company founded in 2001 by Artistic Director Tony Adigun, producing touring stage productions, short films, VR experiences, and outdoor festival work. Its core portfolio comprises original productions (Fagin's Twist, Illegal Dance trilogy including S.C.R.U.M. and The Rule of Seven, Table Manners, The Black Album, The National Gallery VR collaboration), annual event platforms (Show and Prove The Battle, Collabo, CODE + MOTION), and training programmes (AG2 apprentice company, The Garde professional training). The company integrates technology such as VR180 filmmaking, motion tracking, and QR-code-enabled virtual layers into live performances, distinguishing its productions from traditional dance-theatre.

The business operates a hybrid revenue model combining ticketed live performance sales (£8.83-£15 per ticket via Eventbrite), commissioning and co-production fees from UK venues and festivals (The Place, DanceEast, Brighton Festival, Without Walls), recurring public funding from Arts Council England and Hackney Council, workshop and masterclass fees, and commercial choreography services for music and entertainment clients (Cirque du Soleil, Chemical Brothers, Paloma Faith). Audiences range from general theatre and festival goers to schools and youth programmes, with the Get Involved initiative delivering dance, fitness, and wellbeing activities to 11-18 year olds in East London via partnerships with West Ham United Foundation and The Lily Jo Project.

Distribution relies on long-term venue co-production partnerships and outdoor festival touring across the UK, supplemented by an owned digital presence (Eventbrite, Mailchimp, Facebook, Instagram, X, YouTube). The company is privately held (Avant Garde Dance Company Ltd., incorporated in England), led by founder Tony Adigun and Executive Producer Prince Laryea, with no disclosed external investment or institutional funding rounds.

Name

Avant Garde Dance Company

Legal name

Avant Garde Dance Company Ltd.

Website

https://avantgardedance.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Avant Garde Dance Company is a London-based hip-hop and contemporary dance company founded in 2001, producing touring stage productions, VR films, and training programmes for arts audiences, venues, dancers, and commercial clients across the UK and internationally.

Ownership category

akta.pro rank

Product category

Performing arts dance services

NAICS

Dance Companies (711120), Dance Companies (71112), Performing Arts Companies (7111)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Dance Theatre (Narrative/Experimental) (MPAGADAC)

akta.pro secondary industries

Urban/Street Dance Performances (Hip-Hop, Breaking) (MPAGADAF), Contemporary & Modern Dance (MPAGADAB), Dance Education (Ballet, Contemporary, Hip-Hop, Cultural Dance) (EDAMAAAH), Dance Competitions & Showcases (Non-Esports) (MPAGADAH)

Keywords

• Contemporary dance productions
• Hip hop dance performances
• Outdoor dance touring
• Dance training programmes
• Commercial choreography services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Live Performance Ticket Sales: Revenue from touring stage shows, outdoor performances, and theatre presentations. Ticketing through Eventbrite and direct venue sales.
2. Commissioning Fees: Productions commissioned by festivals, venues, and cultural organizations such as Brighton Festival, Norfolk & Norwich Festival, Without Walls, and others.
3. Grants and Public Funding: Supported by Arts Council England, Hackney Council, and other public funding bodies. Core operational and project funding.
4. Workshop and Masterclass Fees: Professional training programs including The Garde, AG2 company intensive courses, and masterclasses for dancers and institutions.
5. Commercial Choreography and Casting Services: Creative direction, choreography, and casting services for commercial projects including music videos, fashion, and brand activations with clients like Paloma Faith and Chemical Brothers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Avant Garde Dance Company creates and tours original hip-hop contemporary dance productions for UK theatres and outdoor arts festivals, produces annual dance event platforms (Show and Prove, Collabo, CODE + MOTION), runs professional training programmes for emerging dancers (AG2 apprentice company and The Garde), and delivers commercial choreography, movement direction and casting services to music artists, fashion brands and entertainment companies. It also provides community outreach through the Get Involved school programme in partnership with the West Ham United Foundation and The Lily Jo Project.

Product overview

Avant Garde Dance Company is a London-based hip-hop and contemporary dance company founded in 2001 by Artistic Director Tony Adigun. The company operates as a portfolio of distinct productions and programmes. Core offerings include touring stage shows (S.C.R.U.M., Fagin's Twist, Illegal Dance, The National Gallery, Table Manners, The Black Album), annual event platforms (Show and Prove The Battle, Collabo, CODE + MOTION), and professional training programmes (AG2 Company apprentice programme, The Garde training programme). The company also provides commercial services including choreography, casting, and creative direction for music videos, festivals, and brand collaborations with clients such as Cirque du Soleil, Chemical Brothers, and Paloma Faith. Educational outreach includes the Get Involved programme for schools. The product portfolio functions as a unified creative platform with touring productions, talent development streams, and commercial services all operating under the Avant Garde brand.

Differentiator

Problem solved

Functional benefit

Brands

• AG2: Apprentice company of Avant Garde Dance that facilitates and develops performing artists' skillset in preparation for the professional industry and the leading company.
• Collabo

Products and services

• S.C.R.U.M. An outdoor dance show set in a dystopian future where dance is illegal. The 35-minute immersive performance overlaps live dance with virtual reality content accessible to audiences via QR codes on mobile phones, forming the third instalment in the Illegal Dance universe. Commissioned by Brighton Festival, Strike a Light Gloucester, Without Walls and other outdoor arts partners.
• Illegal Dance (The Rule of Seven) A multi-artform project spanning film, dance, theatre, immersive and digital formats over three years, exploring a future where artistic expression is forbidden. The Rule of Seven is the first film instalment in a planned trilogy, with dynamic contemporary choreography and innovative technical stagecraft. Filmed at Shoreditch Town Hall.
• The National Gallery VR Collaboration A collaboration with The National Gallery and YouTube VR Creator Lab creating four films in 180-degree VR technology, drawing inspiration from paintings and gallery architecture. The project expanded into extended live performance at the National Gallery venue.
• Table Manners An outdoor choreographic piece exploring human relationships through cultural connections with food and dining. Performed around, on and underneath a long dining table in classic Avant Garde style. Commissioned by Without Walls, Hat Fair, Out There International Festival and Stockton International Riverside Festival.
• Show and Prove The Battle An annual dance competition event showcasing underground and mainstream dancers. Features categories including Experimental, Afro-Beats, House, HipHop and Under-18's 7 to Smoke All Styles. Entering its 5th year as a recurring platform with competitor registration from £8.
• Collabo An event platform founded by Tony Adigun that promotes new partnerships between hip-hop artists and crews, expanding the repertoire of UK hip-hop dance and spearheading collaboration. Available to tour as a show bringing dance communities together.
• AG2 Company Apprentice Programme The apprentice company programme facilitating and developing performing artists' skill sets in preparation for the professional industry. Features termly intensive courses working with Artistic Director Tony Adigun and a faculty of professional company members. Targets hybrid artists of all styles eager to expand vocabulary and challenge their bodies, ears and minds.
• The Garde A professional training programme for dancers offering foundations, discipline and composition. Auditions held annually with the programme commencing in April, developed for dancers seeking rigorous contemporary and hip-hop professional preparation.
• CODE + MOTION An annual AG2 showcase event platform featuring performances by the apprentice company. The 2026 edition, Alpha Gamma, celebrates fresh ideas, unexpected perspectives, and progressive performances from the 2025/26 cohort. Tickets sold via Eventbrite at £8.83 per person.
• Commercial Choreography and Casting Services Creative direction, choreography and casting services for commercial projects including music videos, brand activations, fashion campaigns and live shows for clients such as Paloma Faith, the Chemical Brothers and Cirque du Soleil. Sourced through industry reputation and direct outreach.
• Get Involved A 6-week programme of dance, football, fitness and wellbeing tailored for school students aged 11-18 in East London. Delivered in partnership with West Ham United Foundation and The Lily Jo Project, supporting physical activity, mental wellbeing and creative engagement during and after lockdown periods. Regional delivery includes Gloucester, Swindon, Walsall and Winchester.

Quantifiable outcome

• Critical acclaim with four-star reviews from The Times, The Stage, Evening Standard for Fagin's Twist production
• +2 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

16 partnerships are on record, tiered core, major and minor.

• Without WallscoreStrategic or Co-development PartnerNetwork of outdoor arts organisations commissioning and touring innovative outdoor work. Supports Scrum and Table Manners productions with commissioning and touring opportunities.
• DanceEastcoreStrategic or Co-development PartnerLeading dance development organisation in East England. Co-producer and commissioning partner for multiple Avant Garde productions including Fagin's Twist.
• The PlacecoreStrategic or Co-development PartnerMajor London dance venue and development organisation. Co-producer of Fagin's Twist, venue for premieres and ongoing presentations, and partner for AG2 training programme.
• Brighton FestivalmajorStrategic or Co-development PartnerInternational arts festival that commissions and presents Avant Garde's outdoor dance productions including Scrum.
• The LowrymajorStrategic or Co-development PartnerMajor arts centre in Salford. Commissioning partner for Scrum VR film and venue for performances.
• Shoreditch Town HallmajorStrategic or Co-development PartnerEast London venue providing production support and space for Illegal Dance filming and presentations.
• Strike a Light GloucestercoreStrategic or Co-development PartnerGloucester arts festival commissioning and presenting Scrum outdoor dance show.
• The National GallerycoreStrategic or Co-development PartnerWorld-renowned London art institution collaborating with Tony Adigun on VR dance films inspired by gallery paintings and architecture, including extended live performances at the venue.
• YouTube VR Creator LabcoreTechnology or IntegrationYouTube's virtual reality content programme providing technology and support for creating 180-degree VR dance films in collaboration with Avant Garde.
• West Ham United FoundationcoreStrategic or Co-development PartnerFootball club foundation partnering on Get Involved programme combining dance, football, fitness and wellbeing for young people in East London.
• The Lily Jo ProjectcoreStrategic or Co-development PartnerMental health and wellbeing project collaborating on Get Involved programme for young people during and after lockdown.
• Remarkable ProductionsmajorStrategic or Co-development PartnerProduction company that has co-produced multiple touring productions including Silver Tree, Taxi, and Romeo & Juliet.
• East London DancecoreStrategic or Co-development PartnerEast London dance development organisation that commissioned and produced The Bunker Thing and partnered on Monteverdi Ballets and Trinity.
• Breakin' ConventioncoreStrategic or Co-development PartnerInternational hip-hop dance festival at Sadler's Wells that commissioned Omi and Milk + Lus, and screened multiple AG films.
• Pavilion Dance South WestminorStrategic or Co-development PartnerDance development organisation in South West England that commissioned Fagin's Twist.
• Theatre BristolminorStrategic or Co-development PartnerBristol theatre organisation that commissioned Fagin's Twist production.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Rambert: UK's largest contemporary dance company with substantially greater resources, larger ensemble, and broader programming. Competes for overlapping venue slots and Arts Council funding, and represents the scale ceiling that smaller narrative-driven companies like AGDC cannot easily match.
• English National Ballet: Major UK dance company with national touring infrastructure and substantially larger budget. Competes for the same Arts Council funding pool and venue programming slots, though operating in ballet rather than hip-hop/contemporary dance styles.

Direct peers

• Candoco Dance Company: UK-based contemporary dance company producing narrative touring works with similar small-ensemble scale and Arts Council funding model. Comparable in production-driven approach, reliance on commissioning partnerships, and competition for UK regional touring and festival circuits.
• Akram Khan Company: Internationally touring contemporary dance company producing narrative dance theatre works blending cultural traditions with contemporary movement. Comparable in commissioning model, Arts Council funding reliance, and target venue tier for narrative dance productions.
• Hofesh Shechter Company: London-based contemporary dance company producing theatrical dance works with similar scale and international touring ambitions. Comparable in production-driven model, reliance on commissioning partnerships, and competition for UK venue programming and festival commissions.
• Phoenix Dance Theatre: Leeds-based hip-hop and contemporary dance company producing touring productions and education programs. Comparable in scale, repertoire, education/outreach mission, and competitive positioning for UK regional touring circuits and Arts Council funding.
• Breakin' Convention: International hip-hop dance festival at Sadler's Wells that has commissioned and screened multiple Avant Garde Dance works including Omi and Milk + Lus. Functions as both a commissioning partner and a competing platform for hip-hop dance audiences in the UK.
• Michael Clark Company: London-based contemporary dance company known for innovative productions blending dance with visual art and technology. Comparable in founder-led creative model, experimental approach, technology integration, and competition for premium London venue programming.
• Boy Blue Entertainment: UK hip-hop dance company founded by Kenrick Sandy, producing theatre, live performances, and commercial choreography. Directly comparable in artistic focus on hip-hop dance theatre and competitive positioning for UK venue programming, Arts Council funding, and Breakin' Convention-style hip-hop festival slots.
• ZooNation: London-based hip-hop dance theatre company founded by Kate Prince, producing narrative-driven works blending hip-hop with contemporary dance. Highly comparable in style, scale, and target audience to Avant Garde Dance Company, and competes directly for UK festival slots, public funding, and hip-hop dance audiences.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/AvantGardeDance
• YouTubeyoutube.com/user/TOUCH
• Facebookfacebook.com/AvantGardeDanceCompanyUK
• Instagraminstagram.com/avantgardedance
• LinkedInlinkedin.com/company/avant-garde-dance-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 Avant Garde Dance Company