Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Laurent Choukroun, Director of Dance Arts Production, located in Paris, France.

What's your business, and who are your customers?

Dance Arts Production was created in 2001. Initially, it aimed to provide all dancers, teachers, and professional pupils with the teaching materials and support that allowed them to practice or teach.

Tell us about yourself

Since its creation, we have been able to produce and provide numerous recordings and videos used worldwide by devotees of ballet. To follow the evolution of the market, it has been decided to give a numerical orientation to our production.

It is clear that there was a need for a professional music streaming platform oriented specifically towards dance. Other general music platforms exist, but these contain a great amount of content not applicable to the teaching of dance.

What's your biggest accomplishment as a business owner?

IDance Music, created during the lockdown of 2020, is the worldwide dance music streaming platform conceived specially for dancers to choose music by style.

Every morning for the last 21 years, I have woken with only one thought: "How can I best understand the needs of dance teachers and help them achieve the highest standard in their profession?“ When I created DAP, the ultimate ethos of the business was “ Music has no frontier.” Today I am delighted to see that Dance Arts Production and IDance Music are accessible in several languages and used internationally.

What's one of the hardest things that come with being a business owner?

Being the owner of a business means rushing daily to help solve my customers' problems. An international business has no fixed timetable. You need to be available at all times, at all hours of day and night, depending on the various time zones.

Being the owner of a successful business, one needs to be a visionary and a futurist. You have to anticipate the needs of your prospective customers. That is why five years ago, we started working in the virtual environment in order to offer today an operational and professional platform.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

One needs to be aware of the amount of personal investment that you are using and aware of the actual market and not the hypothetical one. Above all, you need to believe in yourself and your own ideas.

Is there anything else you'd like to share?

I can only suggest that you discover the value and pleasure of IDance Music for and by yourself.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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