You should be dancing

How sticky is DanceJam?

What?: DanceJam, a dance-centric social network (founded by early-’90s baggy-trousered icon MC Hammer) is tangoing with promotional campaigns:

DanceJam is teaming up with Janet Jackson to promote and host online auditions for her upcoming reality TV series. Those between 16-22-years-old “who exhibit ‘superior’ talent” in singing and dancing will be vetted by Jackson and choreographer Gil Duldulao. The MTV show is to be filmed on various street locations and is rumoured to tie in with her Rock Witchu world tour.

Weezer are looking for “something with the potential to go big!” as they ask DanceJam users to choreograph and film a signature dance to their ‘Pork & Beans’ track. They want something in the vein of “the Running Man, Soulja Boy, and the Funky Chicken”, and in return are offering up a pair of tickets to the concert of users’ choice on their Upcoming Tour and $500 cash.

So what?: You’ve got to sway just to make it today. MC Hammer’s UGC dance venture may seem like a novelty vanity project, but in reality it succesfuly taps into a niche audience. The dancemat gaming platform – so rife in previous years – has become the poor cousin of instrument-based gameplay, but its resurgence is clearly overdue. The interest is still there; it’s just the peripheral itself that is outmoded. How long before we’re strapping on Wii-style dance shoes? Just imagine the myriad of integrated brand shoes lines you could have.

“As social networks continue to fragment into smaller niche circles, MC Hammer’s DanceJam has pulled in some music big guns to ensure they’re not lost at cyber- sea. Tapping into Janet and Weezer’s reach will keep them on the radar for a little while longer…Hey – whatever happened to Nick Lachey’s YFLY?”
Melanie Nahas, Music Intelligence, Rodriguez & Company

http://dancejam.com/janet

http://dancejam.com/weezer