MOVE Launches as Dance-Led Digital Marketing Agency

MOVE, the first agency built exclusively around dance-driven digital marketing, has launched publicly after quietly spearheading campaigns for artists such as KATSEYE, Zara Larsson, Ed Sheeran and more.

The idea:

• MOVE was founded by professional dancer and performer Joshua Nkemdilim (Hairspray, Newsies, Wicked: For Good).

• Though the #Dance hashtag has generated over 500 billion views on TikTok, the company says dance-led content has rarely been utilized as a strategic marketing tool, often lacking cohesive vision or measurable analytics.

• MOVE seeks to formalize a new category of dance-driven marketing, delivering results-focused campaigns across both digital content and live performance.

Early success:

• Its campaigns to date have generated over 60 million views in under a year, including one for RAYE’s “WHERE IS MY HUSBAND!” that has generated 24 million views and nearly 2 million likes.

• To date the agency has delivered 19 global campaigns, producing content that’s amassed nearly 5 million likes globally.

What they said:

• Joshua Nkemdilim, MOVE Founder & CEO: “Music and movement are inherently linked, but too often, dancers and choreographers are an afterthought in creator strategies. With MOVE, the focus is on pairing artists and releases with the right creators, aligned by genre, community and shared vision, so campaigns feel authentic and culturally driven. As artists continue to lead with visuals and choreography, dance-driven marketing isn’t just a fleeting trend – it’s where music culture is headed.”