Branding
The term Modern Jive was originally coined in 1990 by Christine Keeble on a programme called 'How To Jive', designed to promulgate this new style of jive. At that time the dance was known variously as Ceroc, LeRoc or French Jive, although Ceroc was the original. Christine Keeble used the term 'modern jive' to encompass all of these names.
The term 'modern jive' was adopted, despite the absence of chasse or triple step (typical of "real" jive forms). Various clubs promalgating the name as the dance spread out from its two earliest centres of London and Bristol and it later became accepted as a generic term for the dance. It is now used by a large number of independent teachers across the UK and internationally. It is also used by many of the franchise operators, although these companies still prefer to use their own branding.
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