Drawing on his love of dance, MC Hammer has been working on putting together a web site community built around dance content for dance lovers.
Hammer will base the site on the success of reality tV shows like "So You Think You Can Dance" and "Dancing With The Stars."
The DanceJam site will feature direct competitions between contestants that have submitted their videos, and will be voted on by viewers.
What is sure to attract some attention, will be how-to videos on just about any type of dance imaginable.
This site will probably do pretty strongly, based on the size of the niche audience being served, but also on the ability of MC Hammer to market himself.
Hammer broke into the tough music industry with no major label behind him, and built his brand up from the grass roots level. He went around selling his music out of his car to begin with. That desire, experience and skill should help him successfully launch this new business.
When you consider Hammer's name is still well known among even young fans, it's a testimony to how strongly and successfully he marketed himself.
Another important part of his success has been the continual air play and inclusion of his huge hit "U Can't Touch This," which keeps his name in the public eye and mind.
One of the strategies used to get the site going, is Hammer and his partners travelled around the United States taking video of people dancing, which includes now over 100 gigabytes of video. They'll use that as a base to work from.
While I do believe DanceJam has a great chance to make it, they still have to contend with breaking users of their habit of going to YouTube first for their video, as there are about 1.7 million dance vidoes alone listed on the site.
Of course turning it into a niche and drawing on the reality TV craze and interest could make it a destination for dance fans.
The web site, which is in beta, will launch sometime in the middle of January 2008.
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