It’s dancing again in music videos

(ETX Daily Up) – This is a trend that is spreading like wildfire. Each musical release immediately generates dance challenges on TikTok, the flagship application for teenagers. If these viral choreographies were until now initiated by Internet users, more and more artists put on their slippers in their clips to offer their fans dance steps to reproduce on social networks. Decryption.

When it comes to dance, each era has its preferences. The 80s were marked by the famous “moonwalk” of Michael Jackson, while the following decade was carried by the more relaxed movements of the “Macarena”. The year 2021 is punctuated by the extravagant choreography of Lil Nas X.

We had glimpsed the dancing talents of the rapper-singer from Atlanta in the video accompanying his country rap hit, “Old Town Road”, where he tried his hand at line dance. They burst the screen in the clips of his last singles, “Montero (Call Me By Your Name)” and “Industry Baby”. He performs a most lascivious dance on the devil’s thighs in the first, and topless twerking in the middle of a group of inmates in the second. Something to shake up fans of rap and hip-hop, more used to videos advocating a patriarchal sexuality.

Lil Nas X trained for several weeks with choreographers Kelly Yvonne and Sean Bankhead to perfectly reproduce the dance routines of his latest hits. Hard work that has paid off: “Industry Baby” has more than 129 million views on YouTube, while the music video for “Montero (Call Me By Your Name)” won him three statuettes at the last awards ceremony. MTV Music Video Awards.

“Internet killed the music video”

The Atlanta-born musician isn’t the only one to have turned to big names in dance to spice up the videos accompanying his tracks. It was even commonplace until the mid-2010s, when record companies began to drastically cut budgets for music videos in the face of the advent of YouTube. No more spending millions of dollars like Gwen Stefani had done to film the visual of “Make Me Like You” or Madonna for that of “Give Me All Your Luvin”: time is to save. A trend that the duo The Limousines recounts with bitterness in their 2010 hit, “Internet Killed the Video Star”.

A decade later, things have changed. A new generation of stars like Dua Lipa and Chloe Bailey are once again attending dance studios to follow in the footsteps of their 2000s predecessors. “Seeing this generation of artists push themselves through is amazing. It makes everyone want to walk in the footsteps of their 2000s predecessors. level up, ”choreographer Charm La’Donna told The Face. “Everyone is ready to perform and train, so the performances [de ces derniers mois] have raised the level “.

Normani is the perfect example. The former Fifth Harmony singer has “broken the Internet” on multiple occasions with her videos choreographed as catchy as they are sophisticated. That of her latest track, “Wild Side”, was particularly trying for the 25-year-old. “I really wanted to push myself with different styles of choreography throughout the video. When I tell you my knees have been put to the test,” she wrote in a tweet, a few hours after the release of the clip.

As usual, Normani called on choreographer Sean Bankhead to set his latest single in motion. This collaboration proved particularly fruitful since their dance routine gave birth to its own challenge on TikTok. The #WildSideChallenge has since amassed more than 40.2 million views on the social network, and was notably taken up by the queen of Brazilian funk, Anitta. A rather surreal situation for Sean Bankhead. “We knew when making ‘Wild Side’ that it wouldn’t be a TikTok dance. We didn’t want it to be either. We wanted to do a difficult choreography that wasn’t watered down to match the challenging era. that dance and music know today, so it really hit me to see people go out there and try to learn this difficult choreography, ”he told Paper Magazine.

Dance to the beat of K-pop

While more and more music lovers are taking to the dance floor thanks to TikTok, K-pop fans have been doing it for decades. And for good reason: the choreographies are an integral part of this musical genre born in South Korea. They were even the hallmark of Seo Taiji and Boys, the predecessors of successful South Korean boy bands like BTS and EXO. Over the years, the dance routines of K-pop groups have become so complex that they have spawned their own workout videos. They meet almost the same success as the official clips. The proof with that for “How You Like That” by BLACKPINK. The dance tutorial has more than 853 million views, compared to 968 million for the video accompanying the song.

This enthusiasm for dance tutorials does not surprise Michelle Cho, assistant professor of popular culture at the University of Toronto. “Learning K-pop choreography strengthens fans’ sense of closeness to their K-pop idols, as well as to the fan community at large,” she told the Korea Times. Proof that, even if times change, dance remains as unifying as ever.