Universal Pictures and DanceOn, a digital network on YouTube dedicated to dance entertainment, have announced a partnership to promote Get on Up, the upcoming James Brown biopic.
Based on the life story of the Godfather of Soul, the film gives a fearless look inside the music, moves and moods of Brown, taking audiences on the journey from his impoverished childhood to his evolution into one of the most influential figures of the 20th century.
The film arrives in theaters on August 1, 2014.
DanceOn will feature some of its channel partners—including Matt Steffanina, Ian Eastwood and Mega Jam—who have created original dance videos inspired by Get on Up and James Brown.
The dancers will also encourage viewers to create their own videos and submit them to Get on Up’s official “Can’t Stop the Funk” website, an interactive celebration of the Godfather of Soul.
Fan videos will be showcased alongside classic dance clips of James Brown; clips of Chadwick Boseman, who portrays Brown in the film; and original videos from DanceOn channel partners.
The funktastic videos can also be shared with friends on Tumblr, Facebook and Twitter.
“James Brown was a true revolutionary in the world of music and dance,” said Amanda Taylor, CEO and co-founder of DanceOn. “We wanted to commemorate his extraordinary career through the creative expression of dance and celebrate his fans and the film by paying him tribute in the best way that we know how.”
DanceOn’s tribute to James Brown is now live, with new dance videos releasing up to the theatrical release of the film on August 1.
Photo courtesy: Universal Pictures
