Everything you need to know about ‘The Dance Project’, India’s first original digital dance show

By Bryan Durham - November 14, 2018

Premieres on YouTube on November 23, features dancers from Bollywood, TV and YT

Everything you need to know about ‘The Dance Project’, India’s first original digital dance show

You can call it a celebration of dance, but in a never-seen-before format. Come November 23, you will want to look at notifications from Sony Music India’s YouTube channel if you love dance and dancers.

And that’s because the global music giant has announced India’s first original digital dance property called The Dance Project.

Music will be remixed, dance moves will be reimagined and the magic of the experience will be re-created, offering dancers from Bollywood, television and YouTube a chance to showcase their talents and to collaborate with each other.

The likes of Elli AvrRam, Gauahar Khan, Urvashi Rautela, Neha Marda, Faizal-Vaishnavi, Shushant Khatri, Amardeep Singh, Wild Ripperz Crew, Team Naach, Sonali (Live To Dance), MJ5 and 13.13 crew will show off their craft.

What makes this an exciting prospect to watch is the fact that Sony Music offers a musical library ranging from the biggest Bollywood blockbuster music such as Ye Haseen Wadiyan (Roja), Suraj Hua Madham, Chikni Chameli, Deva Shree Ganesha (Agneepath) and Radha (Student of the Year) to pop songs with the biggest artists – Badshah’s DJ Waley Babu, Proper Patola, Aastha Gill’s Buzz, Harrdy Sandhu’s Naah and Kya Baat Ay and more.

The first episode features Elli Avram, Wild Ripperz, and Faisal-Vaishnavi. A simple format of 12 episodes releasing weekly, begins November 23. Each episode features four performances: one by a Bollywood Dance Celeb, one by a TV Dance Star, one by a YouTube Dance and one collaboration between TV and YouTube stars.

Says Jay Mehta, Head Digital Business and New Initiatives, Sony Music India, “Our thought was to present our extensive song library with a new sound and create bite-sized dance content for quick consumption on-the-go. We found no better partners in YouTube for the same. We are extremely thrilled to be working with them to create a property that has not been done before in India. With the biggest names in the dance industry, we are confident that the property will become a go-to for all dance enthusiasts.”

Sony Music India has worked on an extensive marketing and promotion plan so as to ensure the episodes are known and watched across the country. Jay adds, “We have an aggressive marketing and promotion plan for the coming weeks that will definitely make The Dance Project the biggest dance property of the season.”

Fingers crossed!

The teaser is out now, check it here

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