How the New Music Video is Redefining "Backup Dance"

When it came out in 2014, few would have guessed Sia’s “Chandelier” had the makings of a viral video. There was just a single performer—not even Sia herself—on a small, modest set, with no flashy cuts or gimmicks. But it went viral anyway, its simple-yet-strange, entirely dance-focused concept captivating viewers and rendering dancer Maddie Ziegler […]

Spike Jonze + Ryan Heffington + Former Ballet Dancer = Absolute Magic

I always thought perfume ads were pointless. Visions of women dripping in diamonds or riding horseback with a muscular hunk may give an air of sophistication, romance, luxury, but that doesn’t tell me what a perfume smells like. However, there is always room for an exception: The new commercial for KENZO World is a fragrance […]

Dance Takes the Spotlight

Music videos are embracing concert dance more than ever. It was the music video the world couldn’t stop talking about. Sia’s “Chandelier” featured “Dance Moms” star Maddie Ziegler moving with reckless abandon in a forlorn apartment. The video became the 17th most viewed on YouTube, and won the award for Best Choreography at the 2014 […]

These Ad Campaigns Show That Dance Sells

Misty Copeland doesn’t typically spend her days balancing on demi-pointe in lace-up sneakers, wearing the briefest of running shorts and a T-shirt knotted jauntily above her hips. But Under Armour’s series of “I Will What I Want” ads presents a portrait of this artist as an athlete—in the brand’s athletic wear. And for the makers […]

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