DanceOn, the dance and music digital media company whose backers include Madonna, named Karen Schuchardt as chief revenue officer and Betty Tran as EVP of marketing.
Schuchardt joins DanceOn from Disney’s ABC, where she was VP of digital ad sales overseeing sales and strategy across all ABC video properties. Based in New York City, she will be in charge of DanceOn’s global ad sales, licensing revenue, business development and ad operations.
Tran was previously an exec with Live Nation Entertainment’s Insomniac Events and Machinima. She will work out of DanceOn’s L.A. headquarters, in charge of all marketing operations including development of integrated and consumer marketing campaigns and events for music and brand deals.
“Karen and Betty are key hires as DanceOn aims to broaden its portfolio of sales and music partnerships in 2016,” DanceOn CEO Amanda Taylor said. “I’m delighted to welcome them as we expand our programming and prepare for upcoming projects with major music partners and consumer brands.”
Prior to ABC, Schuchardt led digital ad sales and operations for Martha Stewart Living Omnimedia. At Viacom Media Networks, she held leadership roles including VP of business development and VP of digital ad sales for the music and entertainment group comprised of MTV, VH1, Spike, Logo and Comedy Central.
At Insomniac Events, Tran was EVP of marketing and media, responsible for the buying and creation of all media, online brand presence and corporate communications. Prior to Insomniac, she led integrated marketing at Machinima.
“I worked closely with Betty at Machinima and I know her exceptional relationships and marketing knowledge are perfect for DanceOn’s current and yet-to-be announced ventures,” said Allen Debevoise, chairman of Machinima and co-founder of DanceOn. “Karen’s excellent reputation and experience make her the ideal leader for our New York-based operations.”
DanceOn, which says it averages 300 million monthly views for its video programming, is a launch partner for Verizon’s Go90 mobile-video service. Under the Verizon pact, DanceOn is set to produce 25 original series through 2017 including “Every Single Step,” a choreography competition series executive produced by Nigel Lythgoe (Fox’s “So You Think You Can Dance”), and “Dance-Off Juniors.” DanceOn produced a music video campaign for Silento’s single “Watch Me (Whip/Nae Nae),” one of the top trending YouTube videos in 2015.
DanceOn was co-founded by Taylor, Madonna, Guy Oseary and Allen DeBevoise. Investors include DeBevoise, AMC Networks, Third Wave Ventures, Plus Capital and Luminari Capital.