“We really needed to create an additional brand that indicates we’re not just about dance anymore,” said CEO Amanda Taylor, who founded the New York-based company with partners Madonna, Guy Oseary and Machinima chairman Allen DeBevoise.
While dance and choreography will continue under the DanceOn banner, the company has been increasingly creating music entertainment beyond its original purview. For example, DanceOn produced a music video campaign for Silento’s single “Watch Me (Whip/Nae Nae),” one of the top-trending YouTube videos in 2015. The company has existing partnerships with music labels and distributors, Warner Music Group, Universal Music Group, Sony Music Entertainment, 300 Entertainment, Records and TuneCore.
“Our creative team and creator community develop programming that impacts music discovery and pop culture,” Taylor said. “Launching Izo helps us further cultivate our audience of music fans and super-serve the DanceOn creator community and audience.”