Which dance is famous in UP
Drake's song "Toosie Slide"A hit thanks to TikTok dance
"It go right foot up, left foot slide / Left food up, right foot slide" - this is the simple dance instruction for Drake's single "Toosie Slide", for which there are numerous videos showing TikTok users from quarantine uploaded. Whether at home with mom in the living room, on the basketball court with friends or wearing a face mask in the hospital - "Toosie Slide" was a hit long before the song was officially released.
At the beginning of April, the catchy track went straight to number one on the American Billboard charts with its release - thanks to TikTok and especially thanks to a hip-hop dancer known there named Toosie. The "Toosie Slide" is dedicated to him by name. The 23-year-old is from Atlanta, where he started posting dance videos of himself on Instagram in high school. Six years later he comes up with choreographies for famous rappers like 2 Chainz, Diddy, Usher - and now Drake too.
Drake's successful social media campaigns
In a YouTube video, Toosie explains how the collaboration came about: "Drake just wrote to me and said, 'I have this song for you, can you think of a dance step for it?' At this point the track wasn't finished, we only had the hook. So my friends Hiii Key, Ayo, Teo and I came up with a choreography for it. That was really easy, because we're all very good dancers! We played the song, let it sink in and off we went! "
Drake's strategy worked, "Toosie Slide" became a viral hit - and the Canadian rapper showed once again what it takes for a successful song today: a good social media strategy.
Even his video for the song "Hotline Bling" was designed so that each scene had a GIF. So in 2015 he literally kicked off the pop song meme era. Other Drake singles, such as his number one track "Nonstop", became a hit online with couples who change their clothes for the raped "switch". And "Toosie Slide" also encourages participation - one of the basic requirements for success in social networks. The chorus is concise, easy to rap, and the dance step is also quickly noticed: "Right foot up, left foot slide".
Dance videos generate hype
It's not the first time that a dance challenge staged by fans has catapulted a song to the top of the charts. "Lottery" by K Camp became a hit, as was "The Box" by Roddy Ricch. These songs also went viral, but it happened organically. Users liked a song or a dance, others mimicked the videos, and so a hype arose.
Drake is now developing a marketing strategy from this that enables him to get his music into circulation without much effort, just with the help of his TikTok influencers. Large advertising campaigns, poster campaigns or radio airplays are yesterday, in the world of pop music what counts today is which users you address in social networks. If your idea is good, is it interactive and is shared by well-known influencers, then it stimulates the crowd and the rest follows by itself.
"The picture is more important than the sound
"There are many up-and-coming musicians for whom - I would argue - the music itself plays second fiddle, and perhaps the image comes first. This is nothing new. However, the superiority of the image over the sound is stronger today than ever before, "said philosopher and artist Mat Dryhurst in an interview with Attack Magazine. Dryhurst sums it up: the picture is more important than the sound. Who or what can be seen in a video counts more today than the music itself, which at most adorns the scenery - but does not make it up.
In times of quarantine and curfew in particular, a rap line - no matter how clever, the main thing memorable - can go viral in combination with a dance movement and an influencer with millions of followers like Toosie.
"Toosie Slide" fulfills all of these premises, with the subtle difference that Drake is in control. He authorizes the TikTok platform and uses it for himself. That happens very obviously and that is precisely why it seems so successful. Because anyone who sits alone at home with their smartphone today is all the more happy about any form of social connection, especially with a star.
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