How do music companies have a hope in this world to make people under 25 care about music not from someone like Jake Paul without using the same old radio tactics? For example, how do you sell Aretha to audiences under 60? Pay a bunch of influencers way too much? No! Take out facebook ads? Of course not!
The breadcrumb trails to a #created with economy can be seen in a Warner Music Group’s Rhino Entertainment and DanceOn collaboration to bring a reimagined version of Aretha Franklin’s classic “Respect” to Millennial and Generation Z audiences. DanceOn produced the official dance video in collaboration with the Royal Philharmonic Orchestra and Rhino Entertainment. It’s dope.
As digital distribution and streaming continues to alter the music industry, companies like DanceOn have carved out a unique and savvy niche. They’ve become a go-to source for record labels looking to transform music catalogs into social video hits. DanceOn’s also finding more and more willing partners to embrace the new video distribution landscape and the power of digital communities.
Digital-born brands (like DanceOn) are helping lead the charge to new methods of music consumption while carrying heavy influence with Millennials and Gen Z audiences, especially women. For DanceOn, that’s taken the form of compelling visual dance narratives around the music and song lyrics those audiences already love. DanceOn engages the next generation across Facebook, YouTube, Instagram, Twitter and Musical.ly channels, totaling millions of captive viewers.
DanceOn tapped the renowned Brian Friedman to choreograph and direct “Respect.” Friedman has also worked with DanceOn on its Portugal.The Man “Feel it Still” music video. He’s also choreographed artists such as Britney Spears, Cher, Beyonce and Mariah Carey, among others.
The timeless message of empowerment within “Respect” is always important, and its relevance has been amplified by events of the last year. To put a modern spin on the sound of the classic single, Aretha Franklin sang with the Royal Philharmonic Orchestra. Those same vocals can be heard in full on “Brand New Me: Aretha Franklin With the Royal Philharmonic Orchestra,” which was released in November 2017.
As video becomes a larger part of content consumption habits (could be 80% of all web traffic by 2021), unique distribution and niche communities will be at an even higher premium. Brands like DanceOn have already gained a head start on this approach, and seem to be positioned well for this large-scale content evolution already underway.