You’re certain to have seen it by now. With greater than 400 million views in simply three days, Hole’s “Better in Denim” dance video marketing campaign has taken the web by storm because it dropped on August 19. Choreographed by breakout expertise Robbie Blue, and set to Kelis’ 2003 hit “Milkshake,” the video options woman group KATSEYE performing Blue’s addictively exact, quirky-yet-sexy motion alongside 30 denim-clad dancers. The result’s a enjoyable, edgy celebration of dance and togetherness (and denim) you may’t assist however watch repeatedly.
So what went into the making of Hole’s most viral advert but? Dance Spirit spoke with Blue to seek out out.
When and the way did you become involved with this marketing campaign?
I used to be introduced onto the challenge a number of months prematurely. Hole actually wished my perspective from the beginning, they usually wished it to be dance-heavy. That’s something they pride themselves on. Then the entire ideating began about which different artists we had been fascinated about utilizing, and the music.
The concept was that we had been going to rent dancers from all completely different backgrounds and produce them collectively for one massive masterpiece. So when KATSEYE was introduced into the combination as an choice, it appeared excellent as a result of their story is the very same because the marketing campaign’s. All the items simply match collectively.
Why did you select “Milkshake” for the music?
I wished to make use of a music that might attain a ton of individuals and had a campiness to it. There have been a pair within the working—“I’m Too Attractive,” by Proper Stated Fred, and a few Black Eyed Peas songs. After we lastly landed on “Milkshake,” it was a mix of the whole lot that we wished. It felt new, and likewise nostalgic.
When you had all of the items in place, how did you create the motion?
Hole principally gave me this platform and mentioned, “You are able to do no matter you need.” It was the proper place to attempt concepts which were dwelling in my head. I actually wished to go heavy on the frug components I like to channel, and the top and hip attachment, like in Megan’s half [0:18–25]. The dragging part of Daniela [0:29–32] was one thing I’d been fascinated about always. I’d been wanting to try this low-angle look, and it labored completely there.
I’m going via 10, 20, 30 variations of choreo. I believe it in the end boils right down to what visually is probably the most impactful and shocking, but in addition has feeling. And on prime of that was the digicam work.
That’s plenty of layering!
Completely, and it took plenty of time. However I used to be gifted with a lot rehearsal, and I do know that that’s one of many explanation why we had been capable of provide you with a model that’s, now, globally acknowledged. We took the time to guage each layer.
In complete, we had been rehearsing for about 4 weeks, day-after-day (although I had began ideating months earlier than). Whenever you’re attempting to make one thing impactful, it’s so necessary that it will get the suitable period of time. That’s at all times a battle with finances and groups, wanting an incredible product. I’m actually grateful to have had that point.
Since it’s in the end a clothes advert, how a lot did it’s a must to contemplate what the dancers had been carrying?
There was an especially logistical side to it. At one level, we needed to begin with the ending formation, after which backtrack from there to coordinate the colour palette. Hole had already determined that KATSEYE wanted to be in their very own customized outfits. So all people’s spots needed to change so it will be visually interesting. I believe we really solely ended up needing one outfit change for a dancer between takes. That was fortunate.
What was it like working with the dancers?
They’re among the most gifted dancers on the earth, they usually actually care concerning the full image. I didn’t have to educate them via each single motion. It simply ended up being clear.
For a few of them, this was out of their consolation zone. Some sections had been constructed for sure individuals, they usually’d get swapped, so some hip-hop dancers had been in ballet sections, and a few ballet dancers had been in hip-hop sections. That was a part of the marketing campaign—all people morphing all these kinds. And everybody pulled up. It was an honor to work with them.
What has it been like watching the video take off?
I really feel like I’m nonetheless processing how large this was. Each time I get on my cellphone, I’m reminded of how many individuals it’s touched. It blows my thoughts for 5 seconds, however then I’m like, I must go work on this different factor. I nonetheless must journal all of it out. It’s mind-blowing.
Why do you assume it resonates with so many individuals?
The principle factor is the unity of so many individuals coming collectively from completely different backgrounds. That idea of togetherness is one thing the world is craving always. It hit me onerous, particularly when all people was studying my motion.
It sounds tacky, however I used to be like, “Oh, wow, all of us can love one another.” We do have this connection, and it’s dance. Among the dancers had by no means achieved strikes like that earlier than, however they gave it a lot effort and power, and that touched my coronary heart. That’s the half that’s in the end shining via.
How do you’re feeling about so many individuals replicating your choreography on-line?
That choreo is onerous! I’m not saying that TikTok choreo is just not, however there are variations between nondancer dances for enjoyable {and professional} dance breaks. Someway, I really feel like my work bridged a niche [no pun intended, he swears] and has received individuals severely shifting and studying. Which is so thrilling, and I didn’t anticipate it. I didn’t choreograph it that manner, for social media.
I made it onerous on function, as a result of the spectacular half is that there’s almost 40 individuals doing it on the similar time. So watching individuals world wide do that’s loopy. By no means in my mind was I pondering, Oh, individuals are gonna wanna do that, let me attempt. However yeah, the women are attempting. They’re bridging the hole!
