If you have entered your social networks in recent weeks, it is more than likely that you have come across dozens of young people who are repeating the same choreography to the rhythm of Despecha, Rosalía's new song. To make it easy and avoid misunderstandings, the singer herself shared her exact steps on her social networks so that anyone who wanted could dance with her both inside and outside of TikTok. And it is that the dance has jumped from the platforms to also settle in squares, concerts and even in a residence for the elderly in Badalona that she created her own version of, the 'motoyayas'.
The Catalan sang this song for the first time on July 6 at the Almería concert at the start of her Motomami World Tour. Shortly after, he uploaded a video dancing to the chorus that revolutionized TikTok and caused it to go viral even before the full song was published on platforms. The expectation was such that on the day of its global launch, Despecha was number one in streaming on Spotify.
The artist is aware that videos and platforms like TikTok are her main way to access her younger audience, specifically those who are under 24 years old and belong to generation Z. For this reason, she already presented her third album on her day with a virtual concert and now think of new formulas.
She's not the only one who does. Shakira also shares her dances, in her latest single I congratulate you she simulates the movements of a robot. Ana Mena and Aitana also demonstrate their natural ability to create trends, that's what this trend is called, every time they release a new job.
And it is that the dance may seem like an unimportant detail. However, it has more weight than it seems, as confirmed by the Sony Music Entertainment digital marketing team, which gives the keys to this new way of generating success.
“Two things can happen. That some singer —as occurs with Rosalía or Ana Mena— is very creative and creates his own content and a choreography for some of his songs. Another option is for the audience to invent a dance and by repeating it, it ends up consolidating. Incredible as it may seem, this second usually happens more. Sometimes, the movements become so popular that the artist himself ends up doing them and validating the trend”, they explain from the music company.
Once this has been achieved, Sony advances, “the rest of the process is simple, since it is the user himself who wants to know more about the song. Remember that on TikTok you can only listen to a fragment. For this reason, when that level of popularity has been reached, it is the public itself that ends up jumping to other platforms, such as Spotify, Apple Music, Amazon or YouTube to listen to the complete song, and this allows us to count the performance and get an idea of its success.
The company provides another curious fact: this dynamic not only helps to popularize new singles and make them the hit of the moment, but it can also revitalize melodies that were successful in the past. "Let's imagine that someone invents a choreography or some humorous dynamic from a song from the 80s. Easily as a result of repeating the dance over and over again, the song can sneak back into the rankings of the top 100 most listened to songs in Spain or, if you push me, in the world, depending on the scope”.
