Catch the Beat Vol. 2
In 2023, come.unity brought Catch the Beat from a digital format into a physical community experience at the ROOF Location in Hamburg. Created as an independent initiative in collaboration with Soundboks, the event was built around the local dance community rather than a traditional branded activation. More than 100 dancers entered the competition, with a pre-selection determining the Top 16 who would compete in a 1 vs 1 Hip-Hop battle. The event also featured an All-Star Battle and a jury consisting of Luwam Russom, Gifty Larty and Sidney Bando Boy. Nearly 400 people came together for the event, turning the battle into more than a competition. It became a meeting point for Hamburg's dance community, bringing dancers, audiences and different parts of the scene into one shared space.
233C developed and produced the format from concept to execution through its community platform come.unity, working in close exchange with Hamburg's dance community. Our role covered creative direction, production, community activation, participant management, artist and jury coordination, event operations and the overall experience. Rather than building the event around the partner, we built it around the mechanics of the community itself. An open qualification process created access, while the Top 16 battle gave emerging dancers a platform to compete in front of their peers. Soundboks was integrated as a collaborative partner supporting the format and its physical experience.
More than 100 dancers entered the competition and nearly 400 guests attended the physical edition of Catch the Beat. Beyond the event itself, the format generated strong digital reach and a significant amount of organic content around the battle. Most importantly, Catch the Beat demonstrated how an independently developed community format could grow from a digital experiment into a physical experience at scale, while keeping participation, credibility and the dance community at its center.
