The Rise of Viral Dance Routines
Whether it’s the arm swings in Zara Larsson’s "Lush Life" or the geometric choreography for PinkPantheress’s "Girl Like Me," many have likely seen or even attempted these viral dance routines. Videos of fans replicating these moves have amassed millions of views online.
What drives these sequences to become viral sensations?
According to Luam Keflezgy, a choreographer who has worked with stars such as Beyoncé, Alicia Keys, Kelly Rowland, and PinkPantheress, the most effective moves often come from instinct.
"The best move is often the first thing that comes out,"she explains.
Keflezgy spoke with beat ahead of PinkPantheress’s headline performance at Alexandra Palace on Friday night.
PinkPantheress and the Art of Choreography
The 25-year-old artist recently released the music video for "Girl Like Me," a single from her British-themed album, Fancy That. The video showcases iconic British imagery, including royal foot soldiers, London Underground signs, and Mini Coopers.
However, it is the symmetrical and striking choreography, crafted by Keflezgy, that has captured widespread attention online.
"My goal when I put on the music is let me do the coolest shapes in the sassiest of ways,"Keflezgy says.
She posted her first TikTok video in early May—a backstage clip of PinkPantheress dancing to the song—which has since garnered 2.5 million views.
"The dance, the video was about to release the next day,"she recalls.
"There wasn’t much material out there on it yet."
Keflezgy emphasizes the importance of telling a compelling story that resonates with fans. For "Girl Like Me," PinkPantheress desired a canon sequence, where dancers perform the same movements in a staggered fashion.
"In different sequences you can see the differences. In each step the geometry should be beautiful,"she explains.
The Brit Award winner was
"very intentional and involved"in developing the choreography to foster a connection with her audience.
Zara Larsson’s "Lush Life" and Renewed Popularity
Similarly, Zara Larsson’s 2016 hit "Lush Life" has experienced a resurgence, partly due to a fresh dance routine. The rhythmic arm swings and hip circles that have gone viral were not part of the original music video but have spread widely thanks to choreographer Lola Beckers.
Beckers, who has worked on Larsson’s Midnight Sun tour, told Dutch media last year that she created the routine spontaneously in the studio.
"The dancers and I had a lot of fun,"Beckers said, adding,
"That enthusiasm is palpable."
Larsson, 28, told the BBC she enjoys seeing more people engage with her work.
"I’ve found it fun that more people are coming into my world,"she said.
The "Lush Life" segment of Larsson’s tour has become highly anticipated, with fans sometimes invited to perform the routine alongside her.
At BBC Radio 1’s Big Weekend, 20-year-old Kayleigh Sloat was selected to join Larsson on stage, describing the experience as
"surreal."
"I wanted to share the moment with Zara,"Sloat said.
She believes artists have a responsibility to build relationships with their audiences through performances.
"It’s important for artists to actually try and involve the fans because it makes people want to go to the shows,"she added.
Fan-Made Routines and Cultural Phenomena
While choreographers create many of these routines, fans increasingly develop their own moves. For example, a fan-created dance for Charli XCX’s 2024 hit "Apple" sparked a cultural phenomenon.
Artists are capitalizing on these viral moments, but authenticity remains key, according to the girl group Flo.
In the video for their song "Leak It," members Jorja Douglas, Renée Downer, and Stella Quaresma perform a high-energy routine that has gained traction on social media, contributing to the track’s chart success.
"You can’t predict virality,"Douglas told Newsbeat.
"You just have to be really confident with what you put out."
The Role of Social Media and Industry Dynamics
Social media expert Vicky Owens notes that people engage with these dances because they are relevant and enjoyable.
Owens, 26, runs Socially Speaking Media, an agency that assists clients in achieving viral success.
"When artists bring out a song, they’ll definitely have their teams behind them saying ‘this needs to go viral,’"Owens explains.
"And then it’s usually the fans or individual dance pages that will make something up and it’ll really take off."
Dance as a Community and Marketing Tool
Keflezgy believes people participate in these dances because they seek community.
"We’re separated so much now,"she says.
She also observes that the music industry is recognizing the value of dance routines in promoting songs.
"I remember saying: ‘Hey, choreographers, we’re the new DJs, trust us, just give us your music, I promise we’ll spread it.’"
Despite changes in dance platforms—from television to YouTube to TikTok—Keflezgy notes that the core elements remain consistent.
"The DNA is the same,"she says.
"Connect to your audience, tell the story, have a good time and look confident."
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