How to do the tiktok lottery dance
This teen created the viral Renegade dance on TikTok. Thanks to K Camp, she's finally getting credit
K Camp tweeted gratitude to Jalaiah and Skylar for helping get his song to the top of the charts with a dance challenge.K Camp/Twitter
The Renegade is one of the most popular dances on social media right now and the teenager behind it is finally getting credit, thanks to a tweet from K Camp.
The Atlanta rapper’s song “Lottery” is taking over the world, and it’s largely due to the Renegade dance challenge flooding TikTok.
But what most people don’t know is where the dance originated.
It’s no longer a mystery.
K Camp on Friday tweeted a video of himself with Jalaiah Harmon, 14 and her friend Skylar, 13. The girls were jamming out to “Lottery” and performing the dance.
“Thank you Jalaiah and Skylar for helping make lottery the BIGGEST song in the world,” he said. “Tell the blogs eat it up!”
The Renegade challenge isn’t just for teens. Celebrities, including Lizzo and Alex Rodriguez, have posted videos of themselves with their own adaptations of the dance.
Jalaiah originally posted her dance on Funimate, a video app similar to TikTok. She later reposted it on Instagram in September 2019.
About a month later, the dance made its way to TikTok through other creators and it went viral with teenagers worldwide. According to The New York Times, all the users were doing the dance sequence with similar moves to Jalaiah, but she received no credit.
“I think I could have gotten money for it, promos for it, I could have gotten famous off it, get noticed,” Jalaiah told the Times. “I don’t think any of that stuff has happened for me because no one knows I made the dance.”
Well, now the world knows.
How K Camp's 'Lottery’ (aka ‘Renegade’) went viral: what happened next?
Tags: Digital marketing K Camp TikTok
Atlanta rapper K Camp began releasing mixtapes in 2011, before signing to Interscope in 2014, building up a loyal following. However, the release of his track ‘Lottery’ in early 2019 changed everything.
The track initially had a slow build through platforms including Instagram, YouTube and Triller, but then a few months later users of TikTok pounced on the track. It’s since been used in nearly 30m TikTok videos that have collectively generated more than 3bn views.
How did that happen, and what happened next as K Camp and his team capitalised on the viral ‘Lottery’ (or ‘Renegade’ as many of those TikTokers knew the track) craze?
Music Ally was part of that team, so here’s our explanation – with the help of MDDN senior manager and head of A&R Naveed Hassan and K Camp’s business manager and DJ collaborator Genius – of how the viral growth was tracked; how the team worked closely with TikTok to amplify it; and why tweaking the track’s official title became a necessity.
Genius first got in touch with Music Ally in March 2018, after taking part in our training. K Camp was about to release a new single, ‘Racks Like This’, and Genius wanted Music Ally’s digital marketing department to help out.
“Working together, we ensured that every release and the overall K Camp web presence was completely optimised. They had loads of great music coming, and we wanted to use each one as a step to building K Camp’s audience,” says Patrick Ross, Music Ally’s SVP of digital strategy.
“K Camp had a lot of great songs in the bag, and we knew each one was a building block to getting him back on top. We just had to keep moving forward, dropping albums, mixtapes, and singles, until we got to the right track. This happened to be ‘Lottery’.”
The song itself had been recorded on tour, during an off-day in New York in February 2019. K Camp and his team liked it so much, they set a date for its release near the end of the tour that April.
“K Camp is an artist who releases frequently and has a pretty rabid fanbase. He likes to feed the core fanbase and doesn’t want to make them wait too long,” says Hassan. However, the death of rapper Nipsey Hussle at the end of March, the day before the scheduled release, led to a decision to hold back on promoting the track.
“K Camp and Nipsey were friends so this didn’t feel like the kind of song that was fitting for that moment,” says Hassan. ‘Lottery’ was released, but sat on the streaming services for a while – listened to by K Camp’s core fans, but not making bigger waves just yet. About two weeks later, however, the song started to be embraced by the dance-videos community.
“There are kids who do freestyle dance videos and they were uploading them to YouTube, Instagram and other places. We started to see that happen a bit more frequently than normal. Most of his records get embraced by these types of kids, but this was a little bit more intense,” says Hassan.
Music Ally’s digital marketing coordinator Isabelle Ljungvist takes up the story. She spotted that #LotteryChallenge was trending on Instagram, with dance videos featuring the track.
“It was a case of spotting what was going on and then leaning in to do what we could to enable the virality to spread,” she says. That included creating a playlist of YouTube videos using the song, as well as tracking the activity on Instagram. Music Ally encouraged K Camp to comment on and re-post the best videos, which gave the challenge a boost – as people knew he was paying attention.
At this point, K Camp’s team decided to shoot a music video for the song and, as Hassan explains, “pay homage to the dance community” by enlisting dozens of talented young dancers to feature. Meanwhile, Genius was also swinging into action with his Rare Sound / Mixtape Monopoly viral marketing network.
“Initially, ‘Lottery’ was moving in the ATL club scene and ATL Dance scene because we serviced the record to local club DJs in Atlanta from the start. Empire also dedicated marketing spend to independent playlisting/viral marketing with Mixtape Monopoly in two separate series around the record early on between April and September 2019,” he says.
Mixtape Monopoly was also looking for great fan-created videos using ‘Lottery’ and signal-boosting them, building on a similar campaign it had run for Megan Thee Stallion earlier in 2019. Some of those fans were famous, too: one of the ‘Lottery’ videos Mixtape Monopoly spread was by Chance The Rapper. The company also started to explore opportunities in social music apps.
“We engaged Triller for marketing early and got the #LotteryChallenge as a featured challenge on the app which helped the momentum. Around 5,000 Videos were created on the app. We took some of the top videos and repurposed them across social media,” says Genius. ‘Lottery’ was also taken to radio between September and November 2019, with the track peaking at number 44 in the US urban radio chart.
The real lift-off came in September 2019 though, when a 14 year-old girl in Atlanta called Jalaiah Harmon uploaded a clip of herself dancing to ‘Lottery’ to Instagram, which spawned a mini viral trend there, before spilling over to TikTok.
“From what we understand, a few folks on TikTok started to do it. Charli D’Amelio [TikTok star with close to 30m followers] did it. This was coinciding with the rise of TikTok and it just boiled over,” says Hassan. One quirk: the TikTokers were using the beginning of the track to soundtrack their dances, rather than the 30-second clip of the hook that K Camp’s team had been pushing earlier on.
“Reazy Renegade is the producer so this tag of ‘Renegade’ led into it becoming known as the Renegade Dance or Lottery Challenge. It went viral on TikTok and, before we knew it, Lizzo was doing a video to the song. The streams on DSPs were still going up,” he says.
“Even months after release, every week we would see a new peak in the song, which is pretty incredible. It continues to grow. It’s been an interesting ride.”
That ride has required some tweaks along the way. Early in 2020, for example, the decision was made to change the track’s official title (through the metadata supplied to DSPs) to ‘Lottery (Renegade)’ because, as Hassan explains: “That’s what kids were Google searching for”.
“It was very clear that ‘Renegade’ was what people were identifying it as. I think that was a very smart move to put it in the metadata and releasing it with that word in the title, then updating the metadata on YouTube so that the videos would surface. We were encouraging people to use the hashtag and K Camp was commenting back to people, liking posts and reposting,” adds Music Ally’s Ross.
TikTok didn’t just play a passive role in the success of the track on its platform. As ‘Renegade’ took off, Hassan found Isabel Quinteros, who handled TikTok’s music partnerships and artist relations, on Instagram and sent her a DM. It turned out that TikTok had been trying to reach out to K Camp’s team as well.
“We noticed it started to take off when the frequency of posts using the song spiked from zero on 8 October to 25m views by 15 October, and doubling that by 20 November,” says Quinteros.
“Once we caught the wave, we leaned into it by playlisting the track and running a banner in our Sounds page. We also engaged with the artist and encouraged him to share some of the amazing posts to his socials, tagging the creators so they could get credit and also be excited to share.”
“It’s close to 30m creates now and over 3bn views of the videos, including that 15-second clip. It’s pretty wild,” adds Hassan. “I was at a restaurant not long ago and I heard a kid walking by me singing the song. That’s the first time that has ever happened to me.”
“Our company is headed by Benji and Joel Madden [of Good Charlotte]. Joel came into the office one day and said, ‘My daughter had a sleepover last night and there’s a bunch of girls at our house. They’re in their room and they’re all laughing and dancing. I walk into the room and they’re dancing to this song.”’It’s been stories like that over and over with this song.”
Patience, and not being over-pushy, has been a key part of the campaign thus far. K Camp’s team has also been learning some valuable lessons about how TikTok works, including the importance of “mega-influencers” like D’Amelio; the fact that 15-second track clips perform better than 60-second ones; and the importance even within those short videos of structure.
“They also recommended that videos or uploads that have a beginning, a middle and an end tend to work better – meaning that there is a setup in the video and then some kind of payoff. Also videos that include the person, or somebody’s face, within the first three seconds of the video [have an impact],” says Hassan.
“For us, it worked out really well with the dance because you see somebody’s face immediately. The way that the dance is set up, there is a very distinct beginning, middle and end. The way the 15-second clip ends is a payoff with how the dance unfolds. It was a natural thing that happened to really react with the algorithm that TikTok created.”
Quinteros reiterates that TikTok’s advice to artists experiencing a spike on the app is always to “lean in, create a video using the track, and join the trend”.
“The most common mistake we’ve seen labels and artists make is ignoring what’s happening in-app. We have an incredible community that rallies around an artist and really helps propel a single. It’s important to be timely and engage with the community,” she says. “Once you have a song go viral, the chances of having another sound hit increases. For example, Doja Cat has had five viral songs. Luh Kel has had six viral songs.”
One key challenge now is converting as many of the people who made or watched Lottery Challenge videos into fans of K Camp on other platforms, like streaming services.
“That’s the challenge right now – converting all of these ears that have discovered the song and are doing the dance but are maybe not an urban-listening audience or are not our core fanbase,” says Hassan.
“Yes, TikTok is a massive part of the story for the song, but continuing to grow it outside of that platform specifically is the next step for us. And also really trying to keep it organic… We’re actually in conversations now with Snapchat about a new feature they’re rolling out. It looks like they want to use the song as the first audio piece here.”
Hassan says that the track has seen a “tremendous update” on streaming services as a direct result of its social virality. K Camp’s monthly listeners on Spotify have more than doubled – he currently has just over 7.6 million – and this new generation of fans are discovering a back catalogue stretching back (on DSPs) to 2012. ‘Lottery (Renegade’ has been streamed just under 56m times on Spotify.
“In terms of cross-platform spillover, even in the early days when he was doing Instagram and then moved into YouTube and eventually TikTok, say a dance influencer network or a bunch of dance influencers from Germany posted about it, we would look at it on Spotify and we would suddenly see K Camp streams in Germany start to go up,” says Music Ally’s Ross.
“The bulk of his streaming comes out of the US, but it was really interesting watching the global plot as every time a new dance influencer network in whatever country put a video live, within 24 hours or 48 hours we start seeing that country coming up in terms of stream listening. ”
View this post on Instagram
Thank you @_.xoxlaii & @skylarvictoria_ for helping make lottery the BIGGEST song in the world. Tell the blogs eat it up!
A post shared by Wayy (@kcamp) on
As for K Camp’s career now, he’s still signed to Interscope, but his team have also been working with Empire as part of what Hassan describes as a “downstreaming arrangement”. However, since ‘Lottery’ took off, discussions are open with Interscope again.
“Ultimately, we’re planning on doing a remix of the record and bringing in somebody else with a different audience and continuing the story that way. That is what’s on the horizon. It’s been a really interesting moment and it has just sustained so much longer than I would have guessed,” says Hassan.
“There’s a collective knowledge in the industry that, yes, when you have a moment that’s shaping up, it’s important not to take everyone’s attention off the hit; but at the same time, you can’t just stall and continue to ride that that single song because then it just becomes what the career is; it’s a 15-second thing.”
K Camp himself continues to write and record new music, and Hassan is keen to turn the spotlight back on K Camp and Genius’ creativity in coming up with the original track, rather than the marketing activity that has accompanied its viral rise.
“As much as I would like to take credit for a genius marketing plan that we put behind it, it’s really just a talented artist and a talented producer who made a song that the world just connected with,” he says.
Update to what happened next: ‘Lottery (Renegade)’ has reached primetime-TV-stars status in the UK…
@officialantanddecWE ARE NOW ON TIKTOK! ##antanddec ##antanddecsaturdaynighttakeaway ##foryoupage ##fyp ##foryou ##viral ##itv ##verify ##presenter ##famous
♬ original sound – officialantanddec
Written by: Music Ally
Sign Up For Music Ally's Free Weekly Newsletter
The Knowledge - at-a-glance analysis of the modern music industry
Get A Free Music Ally Account
Access unlimited News articles on the site, PLUS a trial of Music Ally’s subscriber-only services, including our industry-leading daily Bulletin email.
Find out more
What is TikTok's viral dance 'Renegade' and how did it start?
TikTok, the newest social media app, has become the latest craze, especially among teenagers and young adults. The app allows people to create short video content, and some have successfully launched careers after their videos went viral.
A big trend on TikTok is making videos of you doing dance moves or lip syncing to a song. nine0005
While you may be more familiar with popular dances like HBS, Possessed, or Creepy, Scary Skeletons, one of the biggest crazes of 2020 is Renegade. So, what's the newest viral dance phenomenon that everyone, even celebrities, is getting into?
Here's what you need to know about the TikTok 'Renegade' dance.
Viral dance moves created on TikTok have become a staple of the app, but the Renegade dance is definitely one of the hardest combinations to master. Renegade stems from the lyrics of the song "Lottery" by rapper K Kamp, and the subroutine appearing on the video service is just over 15 seconds long, which is pretty long for a TikTok routine. nine0005
Difficult dance attracted over 300,000 videos on the app. Even celebrities have tried to recreate the dance moves. Several A-list stars who performed the 'Renegade' dance included Kourtney Kardashian (and her son Mason Disick), Millie Bobby-Brown, Noah Schnapp, Bella Thorne, David Dobrik and more.Source: TikTok
So who created the Renegade dance? This viral dance craze reportedly (via Know Your Meme ) went live on Instagram in September 2019. Social media user @_. xoxlaii shared a dance video for the song and many even commented on the clip claiming it was the "original". nine0005
Then in October, @global. jones posted the dance on TikTok. But the 'Renegade' dance reportedly didn't catch fire until viral TikTok star Charlie D'Amelio began dancing to the song on his channel. Now that the famous teenager is doing a difficult dance, he soon inspired others to take part in mastering the fun moves. Thus the 'Renegade' dance was born...
What is the 'Beetlejuice' trend on TikTok?
TikTok users are always looking for the next biggest trend to create new content for their page. One hobby that has recently become a viral sensation is Beetle Juice Trend . The 1980s blockbuster movie resonated with a new generation who recently discovered how great the storyline, costumes, and in particular the songs in the film are.Source: Getty
Fans synced songs to films that became Broadway musicals such as Girl Scout, Say My Name and O-Day. TikTok users have even created a "Say My Name" challenge, in which a scene with the title character tries to get Lydia to say his name three times. This viral challenge has now generated over a million videos. nine0005
And you might even recognize some familiar faces as you watch the clips. Presley Ryan, Lydia's stunt double, from the Broadway production of Beetle Juice, competed alongside Alex Brightman, who plays the titular heinous character. Presley's "Say My Name" video received nearly 800,000 likes.
How to send traffic to product offers from TikTok - Crazy Arbitrage
Today we will talk about product. Hurry up to get on the departing train of effective advertising on Tik-Tok, because soon this social network will become cooler than the same Instagram. nine0005
Tik-Tok for young people
So far, Tik-Tok is dominated by young people. This was the fate of other social networks at the dawn of their existence: VK and Instagram were also schoolchildren at first.
Come up to us at 052
Of course, our favorite joint and anti-wrinkle creams aren't going to be very popular unless you can really virus them.
Tik-Tok is a paradise of reach
It becomes more difficult to promote products on Insta or FB, in order to fly into the wave of cool results, you need to try hard and invest a lot of money. On Tik-Tok, by making a cool video, you can get thousands of views for free.
Let's look at an example. Magic beans for weight loss in TikTok. Please note that there are only 38 subscribers and up to 800 views on videos. nine0005
Fast forward to their Instagram page, 21k followers and up to 100 video views.
Feel the difference? And this is not the most successful example creative a.
What will go well on Tik-Tok?
- clothes and accessories
- gadgets, electronic gadgets
- dating sites, though finding the right adult audience will be more difficult
- applications, games, utilities
White goods can also be promoted using the Tik-Tok advertising account.
How to advertise an offer?
— You can use the advertising account of the social network or promote the video through Yandex.Direct. This way your ad will reach the right audience. But keep in mind that moderation can be very tough and find fault with the slightest nuance. As we have already said, the white comrade will pass almost without problems, but at a cost. Try to test RK at the lowest cost in order to test the soil.
- Free promotion. Start posting to your profile a few videos a day. In addition to explicit advertising of your offer, try to dilute the content with other videos of this topic. But remember that Tik-Tok does not like it when other people's videos are stolen without the author's mark.
For example, here's an account that promotes a weight loss product. In addition to commercials, the account contains videos with recipes and beautiful dishes. All videos are gaining a good number of views. nine0005
At the moment, it is not possible to attach a link to a website with a product to a video. It can be specified in the description, but it will not be clickable. An alternative option is to lead an audience on Instagram or Telegram. We are waiting and hoping that soon Tik-Tok will delight us with new features for more convenient promotion. After all, other social networks have not previously been sharpened for advertising.
Here, for example, is an account that promotes a means for losing weight. In addition to commercials, the account contains videos with recipes and beautiful dishes. All videos are gaining a good number of views. nine0005
At the moment, it is not possible to attach a link to a product website to a video. It can be specified in the description, but it will not be clickable. An alternative option is to lead an audience on Instagram or Telegram. We are waiting and hoping that soon Tik-Tok will delight us with new features for more convenient promotion. After all, other social networks have not previously been imprisoned for advertising.
- Advertising with bloggers. Here everything is as usual on other platforms. The main thing is to choose the right blogger. If you want to promote in this way, then pronounce the script of the video in advance. It is an experienced blogger who will be able to offer you the best promotion option, where there will be humor, transitions, and many other tricks of popular Tik Tokers. nine0005
Don't think that Tik-Tok will get the usual slideshow with photos from landing pages. Trends (songs, dances, etc.), humor, unusual approaches will work here. As an idea for reflection: when promoting weight loss, just before-after pictures will be of little interest to anyone. For example, combine a talking fat cat, funny text, and only then sculpt pictures of women who have lost weight. If you are used to FB creatives of the same type, this will not work here)
It is sad that there are no spay services for Tik-Tok yet, so you will have to get enough of the features of the videos for some time and go on a creative swim.