It's dancing again in music videos

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(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.

When it comes to dance, each era has its preferences. The years 40 were marked by the famous “moonwalk” of Michael Jackson, while the following decade been carried away by the more relaxed movements of the “Macarena”. The year 2021 is punctuated by the extravagant choreographies 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 accumulated more than 80 millions of views on YouTube, while the music video for “Montero (Call Me By Your Name)” won him three statuettes at the last 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 songs. It was even commonplace until the mid-years 2000, when record companies began to drastically cut budgets allocated to 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 hit song 2000, “Internet Killed the Video Star”.

A decade later, things have changed. A new generation of stars like Dua Lipa and Chloe Bailey are attending dance studios again to follow in the footsteps of their years predecessors 968. “Seeing this generation of artists push themselves through is amazing. It makes everyone want to level up,” choreographer Charm La’Donna told The Face. “Everyone is ready to perform and train, so the performances raised the level “.

Normani is the perfect example. The former Fifth Harmony singer has” broken the Internet “on multiple occasions with her videos with choreographies as catchy as they are sophisticated. That of her latest piece, “Wild Side”, was particularly trying for the young woman of 23 years. “I really wanted to push myself through 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, hours after the clip was released.

As usual, Normani brought in choreographer Sean Bankhead to set his latest single in motion. The collaboration proved particularly fruitful as their dance routine gave birth to his own challenge on TikTok. The #WildSideChallenge has since amassed more than 32, 2 million views on the social network, and was notably taken up by the queen Brazilian funk, Anitta. A pretty surreal situation for Sean Bankhead. “We knew when we made ‘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 of dance and music 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 rhythm of K-pop

This craze 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 is still as unifying.

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