Music Promotion Worldwide delivers a lesson on how Rae Sremmurd and their team used one of the best Music Promotion strategies to go viral with their hit song "Black Beatles". The Mannequin Challenge was performed by everyone with the song, here is how..
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Here at Music Promotion Worldwide, we love to study how artists strategize with their music so that we can help others do the same.
In 2016, the Mannequin Challenge was a viral video trend where people remained frozen (like mannequins) while the camera moved through the crowd. Rae Sremmurd's song "Black Beatles" became the trend's anthem.

Unlike the Harlem Shake video, it wasn't there from the beginning.

The trend began when people (mostly high schoolers) began creating these videos with the hashtag #MannequinChallenge. There was no official song to pair with the challenge at the beginning.

How did Black Beatles become the official Mannequin Challenge anthem? Through a clever and well-timed marketing campaign.

Interscope and PizzaSlime, the marketing team behind Rae Sremmurd's "Black Beatles", recognized that the Mannequin Challenge was trending but had no song associated with it. They saw an opportunity to pair the Black Beatles with the movement, and did everything they could to make it happen.
The first thing they realized was that the target audience of "Black Beatles" was the same as the demographic of the Mannequin Challenge: high schoolers on the internet.

They used their network (and money) to get social influencers and public figures to record Mannequin Challenge videos to "Black Beatles". After they gained enough traction, the connection was made, and the official challenge anthem was created.

Rae Sremmurd's team jumped on an existing trend and paired "Black Beatles" with the Mannequin challenge.

Key Takeaways
Understand and recognize current and previous viral trends.
Influencers and public figures play a large role in viral growth.
Trends evolve as they grow: the style, format, and music of viral videos can change.

For assistance in starting a trend with your music, check out our Instaviral package, Publishing package, or Unlimited Promotion Membership at musicpromotionworldwide.com.
We look forward to working with you!

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