Discount Dance Supply Produces First In A Series Of Dance Videos

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Two of the dance world’s brightest stars-Stephen ‘tWitch’ Boss from ‘So You Think You Can Dance’ and NYCB Principal Ashley Bouder- team up for a dance video produced by Discount Dance Supply, the leading dancewear company in the United States. The video kicks off a new marketing strategy by DDS to target a growing video audience.

We thought the juxtaposition between a prim and proper, classically trained ballerina and a popular, street certified hip hop dancer would be really interesting and demonstrate the breadth of the DDS clientele.

NYCB Principal Ashley Bouder and former ‘So You Think You Can Dance’ contestant Stephen ‘tWitch’ Boss collaborated in a merging of dance worlds to film the first in a series of lifestyle and interview videos produced by Discount Dance Supply, the leading dancewear company in the United States.

The video is a part of a new marketing strategy by DDS to target the growing video audience. “Kids are always on their lap tops or cell phones looking at different videos on facebook and YouTube. We wanted to expand our marketing past photo shoots for our catalog and web site and reach out to a new audience through videos; in effect, we wanted to bring the DDS motto ‘we know dance’ to life,” stated DDS CEO Brian Hill.

DDS is infamous in the dance world already for featuring famous dancers as cover models for their catalog such as American Ballet Theater Principal Ballerina Paloma Hererra, contemporary dancers Wade Robinson and Brian Freedman, and ‘So You Think You Can Dance’ and ‘Dancing With The Stars’ favorites Katie Sheen and Chelsea Hightower, and they wanted this video to have no less star power or talent. Hill quoted “We thought the juxtaposition between a prim and proper, classically trained ballerina and a popular, street certified hip hop dancer would be really interesting and demonstrate the breadth of the DDS clientele”.

Bouder and tWitch were brought together by Discount Dance Supply, and met for the first time in a Los Angeles based warehouse the morning of the shoot. Bouder was flown in directly from New York to shoot the video, while tWitch is local to the Los Angeles area. Despite their different locations and dance backgrounds, the chemistry between them was instantaneous as they merged their two dance forms-classical ballet and hip hop-to create a playfully competitive dance clip. The video was filmed by OC Creative Media with custom music, as well as a ‘behind the scenes’ reel and interviews with both Ashley and tWitch to be released at a later date.

Bouder is currently featured as the DDS cover model for their winter 2010 catalog, and tWitch is working to feature some of his apparel line under the DDS brand. Both dancers’ talent and passion exceeded expectations for the video, and DDS felt privileged to have worked with them and induct them into the DDS dance family.

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John Miller
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