By the time
Dua Lipa announced that there
would be a Latin American leg of her “Future Nostalgia” tour, Will Laura
Schmidt, who lives in Peru, had already bought plane tickets to Europe so he
could attend the singer’s concert in Munich in May.
اضافة اعلان
Schmidt, 25, had been watching online clips from her
tour, recorded by fans who attended a show. There were certain moments that he
was particularly looking forward to seeing live, including the artist’s
reenactment of her infamous “pencil sharpener” dance.
In 2018, Dua Lipa robotically twisted her hips back
and forth during a performance of her single “One Kiss”. A recording of the
move went viral, inspiring countless memes that poked fun at her on social
media. She later shared that the bullying had caused her “a lot of grief”.
Since then, she has reclaimed the dance move,
demonstrating growth in her stage presence and delivery. She performs the move
during the final song of her “Future Nostalgia” set, “Don’t Start Now”.
“It’s a grand finale as a way of saying: ‘I did my
job. I worked on my dance skills, and now I’m doing the thing,’” Schmidt said.
“Everyone started screaming at that moment,” he recalled.
Another bit of choreography from Lipa’s tour that
has seemed to resonate with fans is her so-called mic-stand dance. During
performances of “Pretty Please”, the artist dances with her microphone stand,
using it as a prop as she body rolls down to the floor. Fans have compiled
videos of the singer performing the same dance at different concerts throughout
her “Future Nostalgia” tour, which began in February and ends this week in
Australia.
The live music industry made its big return this
year, as artists organize tours to make up for pandemic-related postponements
and cancellations. In August, the concert giant Live Nation Entertainment
reported its highest quarterly attendance ever. Since
TikTok has budded into a
music-sharing platform, fans have recorded every moment of a show with the
cameras on their phones and posted clips on the app, ready for an audience to
watch from home without ever attending a show.
Becoming a meme
During her “Motomami” tour,
which began in July and is expected to end in December, Spanish singer Rosalía
went viral for aggressively chewing gum during her performance of “Bizcochito”.
Videos taken by fans show Rosalía with her right
hand on her hip as she rolls her eyes and exaggeratedly pantomimes chewing.
TikTok users have recreated the moment, posting
their own takes of her aggressive chewing. The hashtag #bizcochito currently
has over 1.7 billion views on TikTok, and Rosalía also joined in on the meme.
Guilherme Schmitt, 32, who attended Rosalía’s show
in Boston in September, said he noticed people around him pulling out their
phones specifically when “Bizcochito” began.
“A lot of people were filming it,” Schmitt said.
“Other than the intro, it was one of the moments that people were most looking
forward to recording.”
A new marketing opportunity
“I cannot listen to
‘Bizcochito’ without thinking about it,” Schmitt said, referring to Rosalía’s
gum-chewing meme.
Artists have long had signature moves — like Michael
Jackson’s moonwalk or Beyoncé’s “Single Ladies” dance — and choreography can
serve as promotional material for artists.
“It gives the audience something to engage with,”
said Tatiana Cirisano, a music industry analyst and consultant with
Midia Research. “You feel like you’re really a part of the song that you’re a fan of
when not only are you singing along to the song, but you know how to do the
dance.”
According to Cirisano, TikTok has amplified the
marketing opportunities associated with signature dance moves because users can
upload their own videos, share them with others and tag the songs with greater
visibility than ever before. On TikTok, users not only see shorter video
content than they would on YouTube, but also see more of it, meaning each clip
has greater exposure.
After the gum-chewing moment in her concerts,
Rosalía executes a bit of playful choreography. TikTok users have learned the
dance moves and uploaded their own videos, and many fans attending her concert
perform the moves along with the artist onstage.
In addition to learning a dance move or engaging
with a meme, fans watching clips are getting a trailer for the concert.
“They might watch that clip and be like: ‘Who is
this artist? It looks like such a fun show,’” Cirisano said. “Or they might
say, ‘I know this artist, but I didn’t know what their tour would be like.’”
According to data compiled by Midia Research, 26 percent
of consumers ages 20 to 24 say they have attended a live music concert or
bought merchandise from artists they have discovered through viral trends.
Professionals in the live entertainment industry have caught on to the way that
video clips from shows can bring in new audiences and fans.
“Those viral moments are great promotional tools,”
said Kelly Strickland, the president of Live Nation concerts tour marketing.
Although it is difficult to know whether such moments directly translate to
ticket sales, she said the company had seen “a lift from it”.
“It’s modern-day word-of-mouth,” she said, “so it’s
absolutely something we consider as part of our marketing campaigns on our
tours.”
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