Why is Gen Z dancing to a song released in 2015?
Original music video (2015)
Choreography differs from
live stage performance
Live concert clip (2025)
What happens on stage is not the choreography from the music video
- Fans actively want to learn the artist’s original choreography.
- This creates repeat engagement, longer song lifecycles, and stronger fan–artist connection.
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DanceIt turns music into experiential, participatory entertainment.
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Artists move from “content drops” to repeat fan experiences
Tiktok, Zara Larsson
DanceIt turns music from something you watch into something you’re part of
Rights-holders already activate fans before concerts — DanceIt turns that spend into participation
Fans arrive at the concert loving the song, knowing the chorus — but not the move.
Player Journey: DanceIt × Concerts
Phase 1 — Awareness (2–4 weeks before concert)
Trigger
- Concert announced / tickets bought
- Artist posts rehearsal clips, choreography, TikToks
- Fans already streaming heavily in the concert city
Fan mindset
“I love this song — I want to be part of this moment.”
DanceIt role
- DanceIt appears as the official way to learn the choreography
- Clear CTA:
“Learn the moves before the show.”
✅ Why they download DanceIt
- To prepare
- To feel closer to the artist
- To not just watch — but participate
Phase 2 — Preparation & Engagement (7–14 days before concert)
What happens
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Fans practice choreography in DanceIt
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Progression: easy → full routine
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Repeat sessions driven by mastery
Fan mindset
“I actually know the dance.”
DanceIt value
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Turns anticipation into physical engagement
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Creates habit + retention before the concert
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Deepens emotional investment in the song
✅ Why this matters
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Fans who move to the music remember it longer
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Streaming + practice reinforce each other
Phase 3 — Peak Moment (Concert day)
What happens
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Fans recognize the choreography on stage
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They can dance along mentally or physically
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Shared crowd energy is higher
Fan mindset
“This feels personal. I’m part of it.”
DanceIt effect
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Choreography recognition
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Emotional payoff for preparation
✅ Outcome
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Concert becomes an experienced moment, not just watched
Phase 4 — Afterglow → Retention
After the concert, fans want to relive the moment.
DanceIt turns that into retention by:
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Letting fans physically replay the concert dance
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Feeding them more dances from the same artist (setlist + catalog)
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Introducing new artists, concerts, and dance modes
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Driving progression from replay → mastery
Result:
One concert → many sessions
One song → a discovery loop
Why they keep DanceIt:
The concert doesn’t end — it evolves.
Copy of Full deck 26.11 // DanceIt
By Ole Martin Ølmheim
