Aussie creatives The Squared Division brings ‘Dance Boss’ and Katy Perry World Tour
The creative pair, better known as The Squared Division, bring two productions to Australia at once; ‘Dance Boss’ and Katy Perry’s recent world tour.
Channel Seven’s new hit television series ‘Dance Boss’ is now airing in Australia with different industries competing for $100,000. The Squared Division featuring Ashley Evans and Antony Ginandjar are the creative directors behind this show. They spent six months in pre-production for ‘Dance Boss’ with Dannii Minogue as the host and executive producer while accompanied by three judges revered in the dance industry, Sharni Vinson, Adam Garcia, and Timomatic.
Dannii Minogue and The Squared Division have a strong connection that goes back eight years. Ashley admitted they had a personal phone conversation prior to them knowing of each other’s involvement in ‘Dance Boss’. Ashley later spoke to the executive directors and was surprised to hear Dannii was not only a host but also an executive producer of the show.
“I called her after I heard that and said, ‘how come you didn’t mention it?’ Ashley laughed.
“She is incredible in this role, she’s funny and full of energy, and as long as I have known her for the last eight years, she is so passionate and she really cares about what she does,” he said.
Ashley and Antony have worked with some of the biggest names in the world, including Kesha, Bebe Rexha, Britney Spears, Taylor Swift, Ariana Grande, Nicki Minaj, Jessie J, Ricky Martin, Jennifer Hudson, Pitbull, Demi Lovato, Nick Jonas and so much more.
The Squared Division began their brand in Australia and sparked connections with artists in the U.S and U.K before making the decision to relocate to Los Angeles permanently. The key to their success was putting themselves out of the comfort zone, quite literally.
“We were in our thirties when we moved to the U.S so it was a challenge, and we started again almost,” he said.
“We miss Australia, but opportunity over here is awesome. It is nice to grow success outside of your comfort zone,” he added.
“We were lucky, we were already working in America with Kesha while we were living in Australia. When we moved, we landed Britney Spears in Vegas straight away. I remember thinking, ‘Wow I can’t believe this!’”
“We fell into this quite quickly, but we formed relationships before we left Australia.”
Last year, The Squared Division worked with Katy Perry on her world tour ‘Witness’, which closed this month in Australia and New Zealand. It was an unusual beginning to the role as the pair only had less than two weeks to write a whole creative pitch for the big boss Katy to approve.
“We had about 10 days to write a creative for the show, with 20-something songs, and presented it to her. We went back and forth, and we finally came to an agreement on what the show wanted to be,” Ashley said.
Rehearsals took four months before the tour kicked off. The choreography is very commercial jazz with clean lines, slick structures and it is highly original.
“I’m super proud of this tour. It is ‘The old Katy meets the new Katy’ pop fashion aesthetic that we love, but also reveals her fun, crazy, wild side!” Ashley smiled.
“We are storytellers! We just worked on a music video with Bebe Rexha, which was contemporary based, but we are not contemporary dancers by any stretch. We have a passion for storytelling so that is what drives our choreography,” he added.
Ashley admitted that a lot of Australian dancers plan to move to the U.S to pursue a dance career without thinking of the pre-planning needing to happen.
“A lot of young dancers want to move to America, and my only advice would be to give it time, you have to build a network here.”
You can follow @thesquareddivision on Instagram to catch up to date with their work.