Whether it’s the distinctive arm swings accompanying Zara Larsson’s “Lush Life” or the precise, geometric movements set to PinkPantheress’s “Girl Like Me,” chances are you’ve encountered these viral dance routines – and perhaps even attempted them yourself. Videos of fans replicating the choreography to hits from both artists have garnered millions of views online.
Getty ImagesBut what is the secret ingredient that propels such sequences into virality? According to one acclaimed choreographer to the stars, the most impactful move is often “the first thing that comes out.”
Luam Keflezgy, who has crafted routines for music icons like Beyoncé, Alicia Keys, and Kelly Rowland, has recently lent her talents to PinkPantheress. She spoke with our publication ahead of PinkPantheress’s headline performance at Alexandra Palace.
The 25-year-old artist’s latest single, “Girl Like Me,” from her British-themed album *Fancy That*, features a music video rich with iconic British imagery, including royal guards, London Underground signage, and classic Mini Coopers. However, it’s the symmetrical, visually striking choreography, meticulously designed by Keflezgy, that has captured the online spotlight.
“My goal when I put on the music is to create the coolest shapes in the most audacious way possible,” Keflezgy explains.
Getty ImagesKeflezgy shared her debut TikTok video in early May, capturing a backstage moment of PinkPantheress dancing to “Girl Like Me.” The clip has since amassed over 2.5 million views.
“The video was set to release the very next day,” she recalls, “and there wasn’t much visual material readily available for it yet.”
She emphasizes the importance of crafting a narrative that resonates deeply with fans. For “Girl Like Me,” PinkPantheress envisioned a “canon sequence,” a style where dancers perform the same movements in a staggered, overlapping fashion. “You can observe the nuances in different sequences,” Keflezgy notes, “and the geometry should be beautiful in every step.”
Keflezgy further highlights that the Brit Award-winning artist was “very intentional and involved” in the dance’s development, aiming to forge a strong connection with her audience.
Getty ImagesSimilarly, Zara Larsson’s 2016 hit “Lush Life” has experienced a resurgence in popularity over the past year, largely thanks to a newly associated dance routine. The infectious arm swings and hip movements that have gone viral were not part of the original music video but were conceived by choreographer Lola Beckers.
Beckers, who has collaborated with the Swedish artist on her “Midnight Sun” tour, mentioned to Dutch media last year that she developed the routine spontaneously in the studio. “The dancers and I had a lot of fun,” Beckers shared, adding, “That enthusiasm is palpable.”
Larsson, now 28, expressed her delight to the BBC, saying, “It’s fun that more people are entering my world.” The “Lush Life” segment of Larsson’s tour performances has become a highly anticipated moment, often featuring fans invited on stage to perform the routine alongside her.
Kayleigh Sloat, a 20-year-old fan, described the experience of being chosen to dance with Larsson at BBC Radio 1’s Big Weekend as “surreal.” “I wanted to share the moment with Zara,” she said.
Sloat believes artists bear a responsibility to foster connections through their performances. “It’s important for artists to genuinely try to involve the fans because it makes people eager to attend the shows,” she stated.
While “Girl Like Me” and “Lush Life” feature professional choreography, it has become increasingly common for fans to devise their own dance moves, contributing to a song’s cultural footprint. A notable example is Charli XCX’s 2024 track “Apple,” where a fan-created dance routine blossomed into a significant social media phenomenon.
Artists are adept at leveraging these viral moments, yet the girl group Flo emphasizes the enduring importance of authenticity. Their high-energy track “Leak It” includes a dynamic routine that has also gained traction on social media, boosting the song’s chart performance. “You can’t predict virality,” says Flo member Jorja Douglas. “You just have to be really confident with what you put out.”
Social media expert Vicky Owens observes that people engage with these trends because they are “relevant and fun.” Owens, who runs an agency specializing in viral marketing, notes that while organic spread is ideal, there’s often a strategic element at play. “When artists release a song, they definitely have their teams behind them pushing for virality,” she states. “Then, it’s typically the fans or independent dance creators who develop something that truly takes off.”
Vicky OwensFor Keflezgy, the motivation behind fan participation lies in a fundamental human need for “community.” “We are so separated now,” she observes.
She also believes the music industry is increasingly recognizing the significant role dance routines play in a song’s success. “I remember telling choreographers, ‘Hey, we’re the new DJs. Trust us, just give us your music, and I promise we’ll spread it.'”
While dance trends have evolved across platforms from television to YouTube and now TikTok, Keflezgy asserts that “the DNA is the same”: connect with your audience, tell a story, have a good time, and exude confidence.
Business Style Takeaway: The viral power of dance routines underscores the evolving landscape of music marketing, where audience engagement and co-creation are paramount. Brands and executives can learn from this phenomenon by recognizing that fostering authentic community participation and memorable visual content are key drivers for cultural resonance and sustained relevance in the digital age.
Original article : www.bbc.com