Commercial dancing has become more popular and accessible in recent years, thanks in part to the prevalence of dance on social media. But what exactly does commercial dancing look like?
Commercial dancing is an umbrella term used to describe any type of dancing that generates or aims to generate profit. Commercial dance can include a wide range of dance styles and techniques, but the main goal of the choreography is to make money or promote a product.
To better understand this unique type of dance, let’s take a look at some examples of commercial dancing and tips for succeeding in the competitive commercial dance industry.
What is commercial dancing?
As implied by the word “commercial,” which means to generate or aim to generate profit, commercial dancing is typically profit-orientated. Commercial dancing can directly or indirectly generate profit through music videos, live shows, musical theater productions, TV shows, TV commercials, and other promotional campaigns.
Some of the key features of commercial dance include:
- Primarily aims to generate profit
- Often used to promote brands, products, or popular music
- Typically performed in theater, on stage, or on camera
- Usually characterized by energetic or attention-grabbing choreography
- Often incorporates props and costumes
What are some examples of commercial dancing?
- So You Think You Can Dance: This popular television show is a great example of commercial dancing, showing just how varied the style and choreography can be. Many of the contestants on the show have gone on to become successful commercial dancers, starring in broadway productions, music videos, and other television shows like Dancing with the Stars.
- Coca-Cola Commercial: This television commercial uses street dancing to engage viewers and promote the Coca-Cola brand. More and more advertisers are using dance as a way to connect with audiences on a visual and emotional level– it’s such a fun and entertaining way to generate brand awareness!
- Beyonce Music Video: Music video dancing is a subset of commercial dancing that uses dance to promote the artist and their music. This iconic Beyonce music video helped an already popular song and artist gain even more attention.
- Lady Gaga Concert: The “backup” dancers at Lady Gaga’s concerts really embody the essence of commercial dancing. The eye-grabbing costumes and choreography really add to her performance and make it truly spectacular.
- The Greatest Showman: Here’s yet another iteration of commercial dancing. Without these incredible song and dance scenes, the movie wouldn’t have been such a hit.
What are the origins of commercial dancing?
Because commercial dancing includes such a wide range of styles and techniques, it’s difficult to say exactly when it all started or who started it. However, many people in the industry trace the origins of commercial dancing back to hip-hop dancing in the 1980s. This style of dancing boomed in popularity in the 80s thanks to television shows and music videos.
We actually have a detailed article which takes you through the exact origins of hip-hop which can be read here: Hip Hop Dance Types, The Ultimate Guide: Techniques + Origins + Video examples!
Although many styles of hip-hop emerged on the street and in clubs, they became more commercialized when trained dancers and choreographers adapted them for commercial purposes. As commercial dancing evolved and grew in popularity, it drew heavily from other dance styles including jazz, street, and broadway.
What is commercial jazz dance?
Put simply, commercial jazz dancing is any type of jazz dancing that is used for a commercial purpose. Today, commercial jazz dancing is usually highly choreographed, combining elements of hip-hop, funk, street, and pop. Commercial jazz dancing is commonly featured in music videos and other commercial video clips, as seen in the examples above.
Is there a difference between commercial dancing and concert dancing?
In the past, the term “concert dancing” was often used to refer to a more traditional style of dance, where the dancer trains at a conservatory, focusing on ballet and contemporary styles, with the goal of joining a professional company. However, as the commercial dance industry continues to evolve and embrace more styles of dance, the lines between commercial dancing and concert dancing have started to blur and overlap.
Where to learn commercial dance?
One can go about learning commercial dancing in a myriad of ways, including formal dance degrees, in-person studios, online studios, and self-practice with YouTube videos.
In the United States, Bachelor of Fine Arts (B.F.A.) degrees in commercial dance are available from respected schools like Pace University, the Boston Conservatory at Berklee, Hussian College, and more. Going this route typically requires significant financial investment and a commitment to a multiple-year program, but many students go on to enjoy successful careers.
Another option is to attend in-person commercial dance studios. Some well-known studios specializing in the commercial dance style are located in the United States, particularly Los Angeles and New York City, where opportunities for commercial dance work abound. Here are a few popular and well-known commercial dance studios in these cities:
- Edge Performing Arts Center in LA
- Millenium Dance Complex in LA
- Broadway Dance Center in NYC
- Urban Dance in NYC
More traditional options aside, there are so many great ways to learn online these days! The virtual route tends to be a much more affordable and accessible pathway to becoming a commercial dancer, especially for those who aren’t based in a major city. Virtual options became even more popular during the COVID-19 pandemic.
Here are just a few popular online commercial dance classes to check out:
- TMillyTV: Started by Tim Milgram, one of the commercial dance world’s most well-known video directors, these online classes are led by big industry names. They offer beginner, intermediate, and advanced classes in 15 different dance styles.
- Pineapple Studios: This online dance studio offers a ton of niche commercial-focused dance classes each week, including Commercial Jazz, Kids Commercial Dance, Commercial Edge, Sassy Commercial, Commercial Performance, and more.
- Udemy: Though not an online dance studio, this online learning platform offers a great commercial dancing class titled: Commercial Dance: Pop Songs. The instructor has more than 10 years of commercial dance experience and has been featured in music videos of well-known KPOP artists.
No matter which pathway you decide to pursue, make sure that you become well-versed in a variety of dance styles and techniques. This will make you a more versatile commercial dancer and open up more professional opportunities.
Thank you for reading along, and we wish you all the best in your commercial dance studies and career!