The Story of Commercial Dance: The Industry’s Most Versatile Style

If ballet is the art of tradition and hip hop the voice of the streets, then commercial dance is the language of the entertainment industry. It’s the style you see in music videos, concert tours, TV shows, films, and advertisements. Commercial dance isn’t defined by one technique — it’s defined by its purpose: to entertain, to sell, to connect with mass audiences.

Origins: MTV and the Music Video Era

While theatrical jazz and vaudeville had already shaped popular dance in earlier decades, “commercial dance” as we know it today exploded in the 1980s with the rise of MTV. Music videos suddenly became the primary stage for dance.

Michael Jackson’s “Thriller” (1983): A landmark moment where dance became central to an artist’s brand.

Janet Jackson: Her sharp, stylised choreography (by Paula Abdul and Tina Landon) set the template for music video dance.

Madonna: Blended club culture, jazz, and theatre to create provocative, trend-setting performances.

From there, commercial dance became a career pathway. Choreographers and backup dancers were no longer just behind-the-scenes — they were part of pop culture history.

Defining Characteristics of Commercial Dance

Unlike ballet, tap, or jazz, commercial dance has no codified syllabus. Its defining features are:

Versatility: Dancers borrow from hip hop, jazz, contemporary, ballroom, and cultural forms depending on the gig.

Performance Quality: Big personalities, charisma, and audience connection.

Camera Awareness: Movement tailored for film and live broadcast as much as stage.

Trend-Driven: Styles evolve with pop culture — from jazz funk in the 2000s to TikTok-influenced grooves today.

Market-Responsive: Commercial dance adapts to what sells, whether that’s a sharp hip hop combo or a sultry heels piece.

Prominent Choreographers and Artists

Commercial dance is shaped by choreographers who became icons in their own right:

Paula Abdul: Transitioned from Laker Girl to defining pop star choreography in the 80s/90s.

Tina Landon: Known for her groundbreaking work with Janet Jackson.

Wade Robson: Brought a fusion of hip hop and contemporary into Britney Spears and *NSYNC’s tours.

Brian Friedman: A leader in jazz funk and commercial choreography for artists like Britney Spears, Beyoncé, and Cher.

JaQuel Knight: Beyoncé’s go-to choreographer, including the viral Single Ladies routine.

Parris Goebel: New Zealand-born powerhouse behind Justin Bieber’s Sorry and Rihanna’s Savage X Fenty shows.

Kyle Hanagami: Known for blending commercial choreography with storytelling, making waves both on YouTube and in industry gigs.

Rich + Tone Talauega: Hip hop innovators who choreographed for Michael Jackson, Madonna, and Cirque du Soleil.

Commercial Dance in Professional Entertainment

Commercial dance dominates the global entertainment industry:

Music Videos: From Janet Jackson to BTS, choreography defines artists’ visual brands.

Concert Tours: Dancers are integral to shows by Beyoncé, Lady Gaga, Usher, and Taylor Swift.

Film & TV: Movies like Step Up and Burlesque and shows like Glee or World of Dance showcase commercial styles.

Advertising & Fashion: Commercial dance regularly appears in campaigns for Nike, Pepsi, and high-fashion brands.

Awards Shows: Super Bowl halftime performances are showcases of commercial dance at its peak.

For working dancers, commercial gigs are a career staple — highly competitive, but offering global exposure.

Training for Commercial Dance

Studios worldwide now offer “Commercial” or “Commercial Jazz” classes. Training often includes:

Jazz & Hip Hop Foundations: Core techniques to draw from.

Freestyle Skills: Essential for auditions and live shows.

Heels Technique: Increasingly common in commercial choreography.

Stagecraft: Camera work, musicality, and connecting with audiences.

Versatility is key — commercial dancers are expected to adapt instantly to any choreographer’s vision.

Why Commercial Dance Resonates

For audiences, commercial dance is accessible, fun, and instantly engaging. It’s tied to pop culture — when a routine goes viral, millions of non-dancers copy it, from “Thriller” to TikTok trends.

For dancers, it represents opportunity: the chance to work with global artists, travel the world, and become part of cultural moments that define generations.

The Future of Commercial Dance

Social Media: TikTok has become a dominant force, with choreographers like Jalaiah Harmon (creator of the Renegade dance) shaping global culture.

Globalisation: K-pop has turned commercial dance into a worldwide industry, with choreographers from the U.S., Korea, and beyond collaborating.

Technology: Virtual concerts and AI-driven media will expand the platforms where commercial dance lives.

Commercial dance will always evolve — because it is built to reflect the now.

Final Thoughts

Commercial dance is more than a genre — it’s the heartbeat of the entertainment industry. From Michael Jackson to BTS, from Paula Abdul to Parris Goebel, it has defined eras and shaped the way the world sees dance.

For dancers, it demands versatility, charisma, and resilience. For audiences, it’s pure connection — movement designed to entertain, excite, and inspire.