The popular NBC dance competition show “World of Dance” judged by Jennifer Lopez, NE-Y and Derek Hoff is adding a record label to its brand portfolio which includes the YouTube Network, Tours, a brand management company and U-Jam dance program. The released music will be co-directed, marketed and promoted for digital and physical distribution through a global partnership with San Francisco-based EMPIRE.
Regisford, a junior in the music arm, oversees the marketing by Spike Ray-Kirk, David Gonzalez, founder of World of Dance, and Michael McGinn. The World of Dance Vision mission is described: “To become a major lifestyle brand and creative platform for dancers around the world. Following the legacy of the world’s most prestigious dance competition brand, World of Dance Records is a forward-thinking, full-service record label and artistic brand management company. We focus on transferring dancers to artists by applying creative musical instrument brand strategies while highlighting fan engagement. World of Dance Records is the driving force behind the creation and growth of music artistic brands by top dance artists around the world. Always keeping an eye on the pulse of our community while exploring new words and visuals, the identity of our music brand will truly relate to people around the world as a connected generation label. “
Tina Davis, VP of EMPIRE’s A&R, added: “I’ve been working in music for several years with Junior Regisford. We are thrilled to partner with the Junior, David, Michael and World of Dance Records team.
“World of Dance” has a high rating last month. On June 1, various 18-49 adults reported a 0.9 rating (up from a previous 0.8 in the previous episode) and drew a total audience of 4.4 million.