Dance trends on social media are today’s “secret weapon” for the music industry, but they must be organic. TikTok’s “dance-centered popularity” has changed the course of music marketing and proven to be a powerful tool for the industry. Doja Cat’s “Say So,” K-Camp’s “Lottery (Renegade)” (which Jalaiah Harmon created a dance for), and Drake’s “Tootsie Slide” are some recent examples of dance challenges that were organically born on the app and inspired “cultural moments.” However, artists who have taken a “manufactured approach,” while still somewhat successful, aren’t nearly as much as the ones that have naturally come about. Artists are even being criticized for trying to force challenges that feel inauthentic. (Uproxx)
