Videos of fans copying dance moves to hits by artists such as Zara Larsson and PinkPantheress are going viral, with choreographers increasingly being described as the new DJs.
The trend marks a shift in how music is consumed and shared, particularly on platforms like TikTok where short, repeatable dance sequences drive engagement. According to a BBC News report, the phenomenon has seen choreographers gain prominence traditionally reserved for musicians or producers.
“Choreographers are emerging as key music tastemakers, with viral dance routines boosting songs by artists like Zara Larsson and PinkPantheress, according to a BBC report. The trend is reshaping how British audiences discover and engage with music.”
In the UK, the impact is particularly visible. British artist PinkPantheress, whose track "Boy's a liar" became a global hit, has seen her music amplified by user-generated dance content. Similarly, Swedish singer Zara Larsson, who has a strong UK following, has benefited from viral routines set to her songs.
The BBC article notes that choreographers are now central to the promotional machinery of record labels, with many being credited for breaking new tracks. This mirrors the role DJs once played in clubs, introducing audiences to new sounds through physical performance.
Regional variations exist. In England, dance challenges have become a staple of youth culture in cities like London and Manchester, while in Scotland and Wales, local artists have leveraged viral moves to reach wider audiences. Northern Ireland has also seen a rise in choreography-focused content, often blending traditional steps with modern pop.
The BBC quotes industry insiders who say that a well-executed dance routine can now make or break a song's chart performance. One choreographer told the BBC that "viral dances have become the new radio play."
Looking ahead, the trend shows no signs of slowing. Record labels are expected to invest more in choreographers as part of launch campaigns. Social media platforms are also adapting, with algorithms favouring dance content.
What This Means For You - Music fans: You may discover new songs through dance challenges rather than radio or streaming playlists. - Aspiring dancers: Choreography is becoming a viable career path, with viral routines leading to brand deals and touring opportunities. - Parents: Children are increasingly learning dances from social media, which can be a creative outlet but also raises screen time concerns. - Club-goers: Expect live performances to include more audience participation through taught dance moves.