A pioneer of contemporary social dancing, Arthur Murray started teaching dance in 1912 at the Grand Palace, New York City. His initial success was, in part, due to his involvement in the American social dance scene and his entrepreneurial spirit. Employing advertising techniques considered cutting-edge at the time, Murray’s concept of selling dance lessons by post – one step at a time – took the use of direct mail to a whole new level.
Beyond radio and personal dance lessons, Arthur Murray wrote books and brochures to promote the social aspects of dance. The Baroness De Kuttleston asked if he would be her teaching partner. By 1919, Arthur Murray was teaching dance in his spare time. With over a thousand children of different age groups enrolled in his classes, Murray’s dance classes was soon attracting many adults. He arranged to have music transmitted to a group of students, which was the world’s first radio broadcast of live dance music.