At 18 years old, Ivan Koumaev faced a pivotal decision: perform as a cast member in Monsters of Hip Hop’s annual show or pursue a potential spot on the second season of So You Think You Can Dance (SYTYCD). Monsters founder Andy Funk encouraged him to choose SYTYCD, recognizing that the opportunity could open doors for the budding hip hop artist.
Twenty-three years later, Koumaev is back at Monsters – this time as its Executive Producer following Amplified Productions’ acquisition of the brand last year. For Koumaev and Amplified Productions Founder and CEO Jeremy Keeton, the next chapter of Monsters is about continuing to create opportunities that can that can help shape the futures of young dancers.
When Amplified acquired Monsters, Keeton already knew who he wanted to help lead its next chapter. Koumaev came on as faculty about six years ago, eventually becoming a convention director for Adrenaline and Revive, two of Amplified’s other brands, then director of Monsters, and now Executive Producer of all three.
Keeton and Funk had been industry friends for two decades. When Funk made the decision to move away from dance to focus on family, Keeton was his first choice – he offered Monsters to Keeton before ever making the opportunity public. Keeton had always had a fondness for hip hop and jumped at the chance. The deal took nearly eight months to complete, and when it finally went through, the team had just under three weeks before the season’s first event.
As a former Monsters kid himself, Koumaev felt the weight of the responsibility when he was asked to direct. He shares, “When I got the call, I did feel an immense amount of pressure because I care about not only Monsters – the brand, the people, the event – but the culture of hip hop itself, which has given me my entire life. My career, my family even, my wife is part of hip hop culture, so everything I have is from this one thing.”
With just three weeks between closing the deal and the first event, Koumaev and Keeton had to work fast. While they wanted to take Monsters to the next level, they also understood the importance of honoring the legacy they had inherited. Keeton says, “We had confidence in the structure we have in Adrenaline/Revive, and saw a lot of opportunities to put our touches on things. Carrying the weight of the legacy and making sure that it stays true, while making enhancements was the priority.”
Koumaev got to work hiring new faculty and making aesthetic and set improvements immediately. His vast professional experience, including touring with Justin Timberlake for over a decade, gave him a unique perspective on live-event production. “Understanding production from the highest level, allowed me to see things that could be done differently. The experience I was able to bring allowed me to implement things almost instantly,” says Koumaev.
Koumaev’s goal is to focus on all three avenues of hip hop: commercial, street/battle and dance for leisure, with the intent of preparing dancers for whatever path they choose. “I think what Monsters did well for a long time was create a pipeline for a child in their developmental phase into a professional career,” shares Koumaev. “There’s a direct line due to the Monsters show, where a lot of the kids go on to work – sometimes literally the week after.”
For dancers unfamiliar with a Monsters event, they can expect a jam-packed weekend. Foundation Friday serves as the warm-up for what’s to come, with Koumaev passionate about the importance of foundation work in hip hop. “Hip hop continues to be a living, and honestly a young dance style. The culture of hip hop changes every year. Dancers attending Monsters should expect that the dance stays true to that world at all times,” says Koumaev.
The weekend combines foundation and choreography classes, open battles, competition, and even a beloved parent battle before culminating in a closing show highlighting faculty and cast nominees. Throughout the Monsters season, dancers are nominated for the end-of-season show, with the field narrowing from about 120 dancers to 30 who travel to Los Angeles for a highly produced show.
For those who may have seen Monsters highlights on social media, the events might seem intimidating, but both Keeton and Koumaev emphasize the welcoming environment dancers can expect. From Keeton’s perspective, one of the most striking aspects is the wide range of ages represented at the events. He shares, “One of the most incredible things is the ages we have at an event from eight-year-olds to 40-year-olds that are all there for the exact same reason. The support within the community is something I’ve never seen or experienced before. Everyone is there for the same reason and there’s not a negative or highly competitive feeling.”
As a Russian immigrant who came to the States and found a place within hip hop culture, Koumaev is familiar with the sense of community that drew him in. Although the highlight reels may showcase the highest level of dancing, he assures dancers that Monsters is a place for everyone. “What we showcase is obviously the highest level because it gets us excited, but what you learn when you come is everyone is supported. That’s the one thing that’s really unique.”
This supportive environment is one Koumaev is determined to extend through a new program, Ilusion, which aims to provide opportunities for dancers who might not otherwise have access to training. Inspired by Luz Remigio-Frias, the program draws from her own experience. As a child, Luz and her now husband took the train to Broadway Dance Center and watched Rhapsody James’ classes from the window because they couldn’t afford to participate. Rhapsody, one of Monsters’ faculty members, eventually invited them into her class, and Luz went on to build one of the most successful female dance careers in hip hop. Through Ilusion, Koumaev hopes to provide scholarships for kids in the hip-hop community, with plans to build relationships with YMCAs and Dance Clubs around the nation.
Expanding beyond the States is another part of Keeton and Koumaev’s long-term vision for Monsters. Large camps already take place overseas, but Koumaev sees an opportunity to create a pipeline connecting international dancers to the professional industry. One of this year’s cast members came from Europe to Los Angeles with his family for three weeks to participate, while American dancers travel to Europe to battle and vice versa. Monsters, Koumaev believes, can serve as a bridge between those communities.
“I think there’s so much cross-pollination going on, and I love that Monsters becomes the bridge to that,” says Koumaev. “For the young kid in Europe who has access to one camp, now through Monsters maybe there’s a path for them to get a work visa and work in Los Angeles to follow a dream that perhaps was never attainable before.”
For the 2027-2028 season, all of the Amplified brands will be breaking into Canada, with Monsters likely having the most events in the Canadian market. Taking on so many ambitious goals of expansion might seem daunting to some leaders, but for Keeton, he’s thriving. “I’m all about expanding. Ivan and I thrive with organized chaos, which makes us a really good team,” says Keeton. “We have a great team that is dedicated and driven to provide a unique educational experience for all dancers. Monsters, to me, has the biggest room to grow.”
Both Keeton and Koumaev built their careers on being willing to take chances. For Keeton, that philosophy has helped drive Amplified’s continued growth. “I approach a lot of things as either ‘one day’ or ‘day one’,” shares Keeton. “I always choose ‘day one’. I’d rather get off the ground and figure out how to execute later.”
For Koumaev, the willingness to take a chance began when he moved to Los Angeles by himself at 16 to pursue a career in dance. “I built a career on trying, and failing often – succeeding sometimes. You learn through dance, oddly enough, that failure is just a step along the way. Don’t avoid the failure, enjoy the process and build from that.”
That same willingness to take a chance has now come full circle. The opportunity Koumaev received from Andy as a young dancer is one he hopes to help create for others through Monsters. He reflects, “I think it’s beautifully serendipitous that here I am 23 years later, hopefully doing the same thing for today’s kids.”
To learn more about Monsters of Hip Hop, visit www.monstersdance.com and follow them on Instagram at @monstersdance.
By Melody McTier Thomason of Dance Informa.
Share this:
