A couple of months ago, a high school student staged a video where all of his schoolmates froze in place, starting the official internet craze know as the mannequin challenge. The background song that he played while recording is the rap duo Rae Sremmurd’s Black Beatles.
This video went viral and spiraled into hundreds of thousands of replica videos, eventually spreading to celebrities and even the Whitehouse. The official song used in all of these videos has been subsequently Black Beatles, which has been number one on the charts for the past 5 weeks.
The amazing thing about this, is that is was not planned by the artist or label, however user generated content was responsible for this exposure, proving yet again, that user creativity is a powerful thing. Social media is proving to be such an impactful and effective way of music discovery and awareness.
Paul McCartney even participated in this challenge, so it’s safe to say it’s Beatles approved.