Authenticity is key. Brands should engage with core dance hubs and stalwarts of dance communities, activating through the correct channels. For instance, since street dance originates from within clubs, brands could respectfully connect with the dance’s roots by working with long-running nightclubs to create moments where dancers can truly express themselves authentically.

Brands are beginning to recognise the athleticism involved in dance and should respect dancers as they do athletes, paying them accordingly. Similar to how running has become a key market, there is a growing consumer interest in wellness and movement, so dance offers a significant opportunity for partnerships. The inclusion of breakdancing in the Paris Olympics highlights dance’s evolving recognition on global platforms.

Brands can leverage advancements in AR, VR and social media to create engaging dance experiences, reaching wider audiences and fostering financial stability within the dance industry. By championing these innovations, brands help the dance community thrive and connect with new demographics. Dance is a universal language that transcends words and allows for diverse connections, tech is helping to deepen that connection.