He choreographed routines for K-pop stars like BTS and Seventeen. Now he's building AI for dance.

Youngjun Choi, a prominent choreographer known for his work with K-pop sensations such as BTS and Seventeen, is venturing into the realm of artificial intelligence to democratize dance creation. Choi, who has choreographed over 800 routines throughout his two-decade career, is co-founding a startup called MVNT alongside Joon Jung, a former dancer and tech entrepreneur. Their goal is to enable anyone with a smartphone and a creative idea to craft the next viral K-pop dance routine, regardless of their prior dance experience.

The inception of MVNT can be traced back six years when Choi and Jung recognized a pressing issue within the dance community: the lack of a sustainable career model for choreographers. Jung, who has a background in technology and cryptocurrency, has taken on the role of CEO for MVNT, which aims to leverage AI to address intellectual property challenges faced by dancers. Unlike traditional platforms that rely on social media or word-of-mouth for exposure, MVNT intends to create a structured environment where choreographers can showcase their work and receive credit and compensation whenever their routines are utilized.

In 2024, MVNT secured $200,000 in seed funding from Mashup Ventures, a venture capital firm based in Seoul. The startup is now preparing for its pre-Series A fundraising round, with aspirations to raise $1 million to further develop its platform. Choi's extensive experience in the industry, including his involvement in iconic routines like BTS's "I Need U" and Seventeen's "Falling Flower," underscores the potential impact of MVNT in reshaping the dance landscape.

The Vision Behind MVNT

Choi and Jung's vision for MVNT extends beyond merely creating an AI tool for dance choreography. Initially, the company was conceived to tackle the intellectual property issues that plague the dance community. As Jung pointed out, while dancers may have a vast repertoire of choreography, there is no established system that allows them to monetize their work effectively. This gap has led to missed revenue opportunities for many talented choreographers.

The platform is designed to allow dancers to build portfolios and receive recognition for their choreography. By creating a database of routines, MVNT can utilize AI to generate new dance sequences based on user-inputted music. This innovative approach aims to ensure that the original creators of the routines receive a share of the profits generated from their work, addressing a significant concern within the dance community.

MVNT has already attracted a user base of 1,100 individuals, with over 2,000 dance routines created on the platform. The initial target audience includes meme creators, similar to how other generative platforms like Suno began with casual users. As the technology evolves, Choi and Jung anticipate that professional choreographers will also incorporate MVNT into their creative processes.

The Role of AI in Dance

The collaboration between MVNT and Epic Games has demonstrated the potential of AI in enhancing various aspects of dance, animation, and interactive content creation. Ohchan Kwon, a senior evangelist at Epic Games Korea, highlighted how MVNT's AI-powered music-to-dance suite, developed using Unreal Engine, is pushing the boundaries of creativity in the entertainment industry.

Choi and Jung acknowledge the skepticism surrounding AI-generated choreography but emphasize that their aim is not to replace human choreographers. Instead, they envision MVNT as a tool that can assist choreographers in exploring new creative directions. Choi articulated that dance is an art form rooted in emotion, and the intention behind MVNT is to serve as an assistant rather than a replacement for the human touch in choreography.

In essence, MVNT seeks to lower the barriers to entry for aspiring dancers and choreographers, much like how platforms such as Canva have democratized design and Suno has facilitated music production. By fostering a more sustainable creator ecosystem, Choi and Jung hope to empower dancers to earn a living from their craft, allowing them to continue pursuing their creative passions.

As MVNT continues to develop its platform and expand its user base, it stands as a testament to the evolving intersection of technology and the arts. The startup's innovative approach could pave the way for a new era in dance, where creativity is accessible to all, and the contributions of choreographers are recognized and rewarded.