{
  "id": 19599437,
  "title": "The Schoffel shuffle: Meet the City’s dancing finance bros",
  "url": "https://urgent.news/2026/11/12/the-schoffel-shuffle-meet-the-citys-dancing-finance-bros",
  "topic": "business",
  "section": "Business",
  "published": "2026-11-12T04:34:00.000Z",
  "source": {
    "name": "City AM",
    "slug": "city-am",
    "url": "https://www.cityam.com/the-schoffel-shuffle-meet-the-citys-dancing-finance-bros/"
  },
  "original_language": "en",
  "account": "When I encounter finance bro Adam Lyons, dressed casually in a hoodie and jacket at the foot of the Royal Exchange steps, he immediately laughs and apologises: \"I'm not in my look!\" His distinctive \"look\" – black trousers, white shirt and a gilet – has gained over 500 million views on online videos where he and his group of finance bros dance in sync to modern pop music around the City of London. The troupe's first viral video featured a flashmob in Liverpool Street Station to the song \"I'm looking for a man in finance\" in 2024, and Lyons has been dancing three times a week in the Square Mile for brand collaborations ever since. Lyons, who grew up in Liverpool with a love for girl bands, feels at home in the City of London and sees the financial district as a stage for his creativity. Despite the initial intimidation, he now feels accepted and surrounded by a community in the City. Lyons dismisses concerns that his dancing is mocking financial workers, stating that he genuinely loves his gilet and finds it sexy and classy.",
  "summary": "A troupe of finance bros are swapping the trading floor for the dance floor. Anna Moloney goes to meet them.",
  "key_points": [
    "Adam Lyons, finance bro, dances in City of London",
    "Over 500 million views on viral finance bro videos",
    "Lyons sees City as stage for creativity, genuine love for gilet"
  ],
  "editors_take": "The transformation of the City’s financial district into a backdrop for viral social media content signals a shift where traditional corporate spaces serve as stages for personal branding.",
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}