Choreographers are the new DJs: The rising influence of viral dance sequences
Choreographers are the new DJs – From Zara Larsson’s Lush Life arm swings to PinkPantheress’s Girl Like Me geometric sequences, these viral dance moves have captured the public’s imagination. Across social media platforms, fans have taken to replicating the steps to popular tracks, often turning them into cultural phenomena. But what sets these routines apart, making them explode in popularity, is the creative spark of their choreographers. For some artists, the simplicity of the initial move is enough to spark a chain reaction, while others design intricate patterns that resonate deeply with audiences. This year, the dance world has seen a surge in such viral moments, with choreographers playing a pivotal role in shaping how music is experienced beyond the studio.
Luam Keflezgy: Crafting Choreography for Global Stars
Luam Keflezgy, a choreographer renowned for her work with international superstars, has recently made headlines for her collaboration with the rising British pop sensation PinkPantheress. Known for creating sequences that blend precision and flair, Keflezgy has worked with icons like Beyoncé, Alicia Keys, and Kelly Rowland. Her latest project, the music video for PinkPantheress’s single *Girl Like Me*, showcases her ability to transform simple melodies into visually striking performances. The video, which features a British-themed aesthetic, includes iconic imagery such as royal foot soldiers, London Underground signs, and Mini Coopers. Yet, the real magic lies in the choreography, a symphony of symmetry and rhythm that has drawn millions of viewers online.
“My goal when I put on the music is to let me do the coolest shapes in the sassiest of ways,” Keflezgy explains. This philosophy is evident in her work, where she prioritizes both creativity and audience engagement. Her first TikTok, shared in early May, captured PinkPantheress rehearsing the routine backstage. The video, which has amassed over 2.5 million views, was released just hours before the song’s official launch, leaving fans with limited material to work with. “The dance was about to drop the next day,” she recalls. “There wasn’t much out there yet, so it felt like a fresh opportunity to connect with people.”
Keflezgy emphasizes that the key to a successful viral routine is storytelling. “It’s important for artists to try and involve the fans because it makes people want to go to the shows,” she says. This approach is reflected in the way she designed the *Girl Like Me* sequence. PinkPantheress wanted a piece that felt like a “canon sequence,” where dancers perform the same movement in staggered waves. “In different sequences you can see the differences,” Keflezgy notes. “Each step the geometry should be beautiful, almost like a visual puzzle.”
Lola Beckers and the Lush Life Phenomenon
The phenomenon of viral dance routines isn’t limited to PinkPantheress. Zara Larsson’s *Lush Life* has also seen a resurgence in popularity thanks to a choreographer named Lola Beckers. Originally released in 2016, the song’s rhythmic arm swings and hip circles were absent from its original music video. However, Beckers, who was working on Larsson’s *Midnight Sun* tour, created a fresh routine during a studio session that quickly gained traction. “I came up with the idea on the spot,” Beckers tells Dutch media. “It was a moment of creativity that just clicked.”
“The dancers and I had a lot of fun,” Beckers adds. “That enthusiasm is palpable, and it really translates to the audience.” Her work has transformed the song into a global trend, with fans eagerly anticipating opportunities to perform alongside Larsson. At BBC Radio 1’s Big Weekend, Kayleigh Sloat was chosen to join the popstar on stage, an experience she described as “surreal.” “I wanted to share the moment with Zara,” Sloat says. “It’s incredible to be part of something so widespread.”
Larsson herself has expressed gratitude for the fan-driven energy behind the dance. “It’s fun that more people are coming into my world,” she says. The *Lush Life* routine has become a highlight of her live performances, with audiences actively participating in the choreography. This kind of fan interaction underscores a broader trend: artists are increasingly collaborating with choreographers to create routines that feel both personal and universal.
Fan-Created Moves: The Power of Spontaneity
While professional choreographers like Keflezgy and Beckers design routines for artists, fans are also playing a crucial role in shaping the viral landscape. Take Charli XCX’s 2024 hit *Apple*, for example. A fan crafted a unique dance move that eventually became a cultural phenomenon. “You can’t predict virality,” says Socially Speaking Media founder Vicky Owens, a social media expert. “It’s often about relevance and fun, which are things people naturally gravitate toward.”
Owens runs an agency that helps clients navigate the viral terrain, but she admits that the process isn’t always entirely organic. “When artists release a song, their teams often push for it to go viral,” she says. “But the real momentum usually comes from fans or individual dance pages who take the idea and run with it.” This dynamic highlights the symbiotic relationship between creators and audiences, where the former provides the foundation and the latter fuels its spread.
For Keflezgy, the power of community is central to the viral effect. “People are joining in because they need connection,” she says. In an era where digital interactions often feel fragmented, choreography offers a way to bridge gaps and foster shared experiences. The *Girl Like Me* routine, for instance, has become a unifying force for fans worldwide, with its structured yet playful movements inviting participation. Similarly, the *Lush Life* dance has turned into a social event, with crowds gathering to replicate the steps at concerts.
The Balance of Authenticity and Innovation
As viral routines grow in popularity, artists and choreographers are grappling with the question of authenticity. While some, like Flo, stress that genuine creativity remains vital, others acknowledge the value of calculated strategies. The girl group Flo, whose song *Leak It* features a high-energy routine, has seen its track rise in the charts thanks in part to the dance’s appeal. “You can’t force it,” says Jorja Douglas, one of the group’s members. “But you can design it with intention, so it feels natural.”
“Authenticity is still the core of what makes something go viral,” Douglas says. “Even if it’s created with a plan, it has to feel real.” This sentiment is echoed by Keflezgy, who believes that the best routines emerge from a blend of spontaneity and purpose. “When you’re working with an artist, there’s a balance between letting the music guide you and making it accessible to others,” she explains. The *Girl Like Me* sequence exemplifies this balance, with its geometric precision and playful execution.
For fans, the act of creating their own moves adds another layer to the phenomenon. While Keflezgy and Beckers design structured routines, the viral nature of these dances often invites improvisation. “It’s about the energy people bring to the steps,” Owens says. “When fans put their own spin on a routine, it can evolve in ways that surprise even the creators.” This evolution is a testament to the collaborative spirit of the dance culture, where professionals and amateurs alike contribute to its growth.
As the music industry continues to evolve, choreography has become an essential tool for artists seeking to engage audiences in new ways. From the precision of a *Girl Like Me* sequence to the spontaneous joy of a *Lush Life* routine, these dances are more than just entertainment—they’re a bridge between music and movement, between stars and fans, and between the virtual and the real. Whether designed by a seasoned choreographer or sparked by a fan’s creativity, the viral dance remains a powerful expression of connection in an increasingly digital world.
