Posts Tagged ‘hip hop’

How media sharing is changing the value proposition of street dance

Since its inception, street dance has benefited from it’s organic connection to hip hop music and urban culture. Arising in the 1970’s out of disco, funk, and the black and latino urban cultures in America’s inner cities, hip hop culture encompasses all the art forms including music, visual art, dance, and poetry, as well as fashion and design. As hip hop has spread from the underground to the mainstream culture, it has gained a foothold in large entertainment and media industries as well. The Sugar Hill Gang and Run DMC became some of the first Billboard topping hip hop music groups, sparking megastars like Michael Jackson and Blondie to embrace and emulate this new vibrant street culture in their music and videos. Along with hip hop’s rise in popularity, street dance forms such as break dancing (or bboying) became well known and dance crews arose on every street corner and club where hip hop music spread.

Still to this day, street dance styles develop in tandem with new strains of hip hop, electronic and club music. The two disciplines of dance and music virtually exist to support each other. Club music is made to get people dancing, and the dance styles form around the different rhythms and vibes of the music. Since the decline of hip hop music sales, simultaneous with the rise of video’s popularity online, the power dynamic of the two art forms are shifting. Previously the hip hop music industry was the giant, and hip hop dance played a supporting role in music videos and stage shows. Now however, hip hop dance seems to be moving ahead through its popularity with viral video hits. Today dance videos are becoming important ways for music tracks to get noticed, rather than the other way around.

Marquese Scott, aka Nonstop, is a streetdancer from Inglewood, CA. He started dancing in high school after jumping in a dance circle at a local skating rink and getting “maxed” (laughed at and humiliated in front of his friends), which spurred him on to practice and win other dance battles. Today he is part of the Atlanta-based dance crew RemoteControl and his specialty is “animation”, a robotic style of motion that comes out of poplocking and autobot dance styles.

After a special appearance on So You Think You Can Dance with Remote Control, Nonstop began posting solo videos on YouTube that garnered a great deal of attention. His biggest hit was a solo performed to Butch Clancy’s dubstep remix of “Pumped Up Kicks” by Foster the People. Seen over 24 million times, Nonstop’s simple video was done in a single take from a camera he left on a tripod. What follows is a mindblowing display of movement that seems to defy gravity, time, and any other human constraints. The video was immediately picked up by bloggers and major media outlets who fueled its viral fire. While Foster the People’s single was already a break away hit, Nonstop’s video elevated the dubstep remix version to chart topping levels as well.

Since his YouTube success, Nonstop has become a sought after dancer for commercials, music videos, and live appearances. His story reveals an alternate path to a career in dance that is becoming more common in the era of online video. As streetdancers continue to post viral video hits online, videodance is poised to become a major pop culture phenomenon, akin to music video on MTV thirty years ago. Dance and music will still be inexorably intertwined, but this time, the dancers will get credit and esteem as well.

Lately, with the success of So You Think You Can Dance we’ve seen a resurgence of dance in main stream media. Now there is also emerging a progressive vision for dance in the internet age. Film director John M. Chu cut his teeth on the blockbuster hit: “Step Up 2: The Streets.” Today he is working on an interactive web series featuring “The League of eXtraordinary Dancers” (LXD), a band of hip hop dancers with “supernatural” abilities that battle it out over broadband. Everything about this project is Web 2.0. First Chu posted video announcements on YouTube asking dancers to respond with their audition videos. From the hundreds of video responses he received, he selected his cast, to make an interactive web series. So far they have been doing an impressive PR circuit. The LXD dancers have made appearances on SYTYCD, the Oscars, and TED. If this blows up, it could mean dance gains a strong foothold in the future of media. Below is their recent TEDtalk. I love what Chu says about how dance is flourishing and evolving through exchange on the internet. My hope is that the concert dance community takes some tips from these hip hop dancers and take to the digital streets!

Enjoy!