'Choreographers are the new DJs': The art of the viral dance routine

Whether it's the arm swings of Zara Larsson's Lush Life or the geometric shapes of the PinkPantheress song Girl Like Me, chances are you've seen - and maybe even tried - the dance routines.

Videos of fans copying the moves to hits from both artists have racked up millions of views online.

But what makes sequences like this go viral?

According to one choreographer to the stars, the best move is "often the first thing that comes out".

She spoke to BBC Newsbeat ahead of PinkPantheress headlining Alexandra Palace on Friday night.

The 25-year-old artist has recently released the music video for Girl Like Me, a single from her British-themed album, Fancy That.

The video features some notable British imagery including royal foot soldiers, London Underground signs and Mini Coopers.

But it's the symmetry and striking sequencing - choreographed by Keflezgy - that has been going viral.

"My goal when I put on the music is let me do the coolest shapes in the sassiest of ways," she says.

Keflezgy posted her first ever TikTok at the start of May - a backstage video of PinkPantheress dancing to the song which now has 2.5 million views.

"The dance, the video was about to release the next day," she says.

"There wasn't much material out there on it yet."

She explains that it's important to try and tell a good story which resonates with fans.

For Girl Like Me, PinkPantheress wanted the piece to have a canon sequence, Keflezgy says, which is where dancers perform the same movement but in a staggered way.

"In different sequences you can see the differences. In each step the geometry should be beautiful."

Keflezgy adds the Brit Award winner was "very intentional and involved" in building the dance to create a connection with fans.

It's been a similar connection in the past year for Zara Larsson's hit Lush Life.

While it was first released in 2016, the tune's had a new lease of life partly down to a fresh dance routine associated with the song.

The rhythmic arm swings and hip circles that have now gone viral weren't in the original music video - but have now spread everywhere thanks to the creative touch of choreographer Lola Beckers.

Beckers has been working on the Swedish star's Midnight Sun tour, and she told Dutch media last year that she came up with the routine "on the spot in the studio".

"The dancers and I had a lot of fun," said Beckers, adding: "That enthusiasm is palpable."

Larsson, 28, told the BBC she's found it "fun that more people are coming into my world".

The Lush Life section of Larsson's tour performances have now become hotly anticipated, with fans getting picked to perform the routine alongside the popstar.

"I wanted to share the moment with Zara," the 20-year-old says.

She feels that stars have a responsibility to build relationships through their performances.

"It's important for artists to actually try and involve the fans because it makes people want to go to the shows."

While the the Girl Like Me and Lush Life routines have been created by dancers, it has become increasingly common for fans to make up their own dance moves.

Artists are clearly capitalising from such viral moments - but girl group Flo say authenticity remains important.

In the video for their song Leak It, the trio of Jorja Douglas, Renée Downer and Stella Quaresma perform a high-energy routine, which has also popped up across social media and contributed to the track's chart success.

"You can't predict virality," Douglas tells Newsbeat.

"You just have to be really confident with what you put out."

Social media expert Vicky Owens feels people are "doing it because it's relevant, it's fun".

The 26-year-old runs an agency called Socially Speaking Media, which works on helping clients go viral.

But she feels things aren't always as organic as they seem.

"When artists bring out a song, they'll definitely have their teams behind them saying 'this needs to go viral'," says Owens.

"And then it's usually the fans or individual dance pages that will make something up and it'll really take off."

For Keflezgy, people are joining in because they "need community".

"We're separated so much now," she says.

She also believes the industry is waking up to how dance routines can contribute to the success of a song.

"I remember saying: 'Hey, choreographers, we're the new DJs, trust us, just give us your music, I promise we'll spread it'."

And despite dance changing over the years, from television to YouTube to platforms like TikTok, "the DNA is the same", says Keflezgy.

"Connect to your audience, tell the story, have a good time and look confident."

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