US rap artist MC Hammer is to launch a user generated music video sharing website, in an attempt to rival YouTube as an online hub for dance and rap videos.
The artist, whose real name is Stanley Burrell, has restyled himself as a Silicon Valley-based internet entrepreneur by creating DanceJam.com, a website that will launch in mid-January and provide an online archive of dance videos.
MC Hammer, who rose to fame with his 1990 global hit 'U Can't Touch This' and his trend-setting "balloon pant" baggy trousers, has been made chief strategy officer for the ad revenue-generated business.
The company has received a $1m start-up fund from Ron Conway, the internet guru, author and one-time Google investor.
DanceJam, which is currently in beta phase, also appointed Geoffrey Arone as chief executive officer, and Anthony Young as chief technology officer.
According to Burrell, the website will provide users with an online hub to submit, rate, comment and search for dance videos. It will attempt to provide an alternative source for user generated material by new, established and unsigned artists and entertainers.
However, DanceJam will have tough competition from YouTube's 1.7m-strong dance-related videos archive.
Burrell, who was declared bankrupt in 1996 and later reinvented himself as a preacher and television presenter, said his knowledge of internet businesses would propel DanceJam to global success.
He said: "There is no high tech lingo or business strategy that you can talk is above my head. I breathe this stuff."
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