Breaking Down Drake's 'In My Feelings' Challenge
by Kristine Sage
8 months ago
It’s pretty safe to say that Drake is heavily engraved in today’s youth culture. His unflinching ability to release the ultimate bangers and impact trends give him his staunch reputation among meme-lovers and pop-culture riders. Following his ‘Hotline Bling’ dance moves in 2015, Drake is no stranger to this kind of thing. And we all saw it coming with the release of his latest album ‘Scorpion’.
With his hit song ‘In My Feelings’ from the new album, the OVO rapper sparked the ‘In My Feelings’ challenge, which quickly became a viral dance sensation. It was initiated by social media star Shiggy, who featured people dancing to the hit single in an Instagram video. It started out as an attempt to inspire a new dance craze #DoTheShiggy. The challenge involves playing the first part of Drake’s ‘In My Feelings’, and twerking it off with must include a creative shoutout to Kiki and KB (women mentioned in the song).
Even celebrities joined in the fun. Will Smith 'almost got himself killed' when he took the challenge to new heights by climbing a bridge in Budapest (illegally) to do the challenge up there. Ciara, DJ Khaled, Shay Mitchell, and even Queer Eye’s Fab 5 themselves are among the many household names that participated.
The notion of creating a new unique viral dance craze proved to be effective in getting a song out there, based on the success of the ‘Dougie’, ‘Harlem Shake’, the ‘Mannequin Challenge', and the notorious ‘dab’. It’s easy to write them off at first as the product of random whim, but the ‘challenge’ tag made them video sensations.
The challenge format has, over the past few years, really taken off, because it makes content so easy to reproduce, but allow everyone else to be creative. It’s the “one-upmanship” appeal that guarantees other people to definitely watch your content––and at the end of the day, it’s the view count that matters. In addition to sharing fun content with your friends, you’re able to be a part of this ‘chain’ that makes a movement, regardless of what that movement is about.
It’s still to be determined as to whether or not the challenge format has reached its peak. Many companies have tried reviving the trend to enhance their own marketing, and have failed terribly. And many of the possibilities have been exhausted, as social media is a vast ocean of fleeting content.
But you can easily say that the success of the #InMyFeelings challenge was expected. After all, this is from the artist who’s had more Top 100 hits than any other rapper in history. At the moment, we’ve come across another ‘challenge’ that’s being attempted and it’s called “The Chicken”. What do you think––is this going to make it? Or is it going to plummet to its demise? Leave your thoughts below!