Viral dance routines: how choreographers became the new DJs

The art of viral dance choreography is booming, with creators behind hit routines gaining celebrity status. The choreographer behind PinkPantheress's 'Girl Like Me' says the opening move is what makes or breaks a routine's chances of going viral.

In the age of TikTok and short-form video, choreographers are no longer working quietly in the background — they are front and centre, shaping pop culture in ways once reserved for DJs and music producers. The phrase 'choreographers are the new DJs' has taken hold in creative circles, reflecting a seismic shift in how dance intersects with music promotion and online fame.

The choreographer behind the PinkPantheress track 'Girl Like Me' has spoken about the craft of creating routines designed to spread organically online. According to them, the first move of any routine is the most critical element — it needs to be instantly compelling enough to make viewers stop scrolling and want to replicate it themselves.

The viral dance economy has reshaped the music industry, with artists now commissioning choreographers specifically to create routines intended for social media replication. A well-crafted sequence of moves can drive millions of streams and propel a song into mainstream consciousness faster than traditional radio play ever could.

As the demand for shareable choreography grows, the creators behind these routines are gaining recognition and followers in their own right — building personal brands and careers that extend well beyond any single artist or song they collaborate with.