You’re sure to have seen it by now. With greater than 400 million views in simply three days, Hole’s “Higher 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 possibly can’t assist however watch many times.
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 venture a number of months prematurely. Hole actually needed my standpoint from the beginning, they usually needed it to be dance-heavy. That’s one thing they pleasure themselves on. Then all the ideating began about which different artists we had been fascinated with utilizing, and the track.
The thought was that we had been going to rent dancers from all totally different backgrounds and convey them collectively for one huge masterpiece. So when KATSEYE was introduced into the combination as an choice, it appeared good 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 needed to make use of a track that might attain a ton of individuals and had a campiness to it. There have been a pair within the working—“I’m Too Horny,” by Proper Stated Fred, and a few Black Eyed Peas songs. After we lastly landed on “Milkshake,” it was a mix of all the things that we needed. 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 strive concepts which have been residing in my head. I actually needed to go heavy on the frug parts I like to channel, and the pinnacle 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 with continuously. I’d been wanting to do this low-angle look, and it labored completely there.
I’m going by way of 10, 20, 30 variations of choreo. I feel it in the end boils all the way down to what visually is essentially the most impactful and stunning, but additionally has feeling. And on high of that was the digital camera work.
That’s quite a lot of layering!
Completely, and it took quite a lot of time. However I used to be gifted with a lot rehearsal, and I do know that that’s one of many the reason 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 whole, we had been rehearsing for about 4 weeks, every single day (although I had began ideating months earlier than). If you’re making an attempt to make one thing impactful, it’s so necessary that it will get the suitable period of time. That’s at all times a wrestle with price range 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 you need to contemplate what the dancers had been sporting?
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 everyone’s spots needed to swap so it will be visually interesting. I feel we truly 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 a few of the most proficient dancers on the planet, they usually actually care in regards to the full image. I didn’t have to teach them by way of 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 folks, 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—everyone 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 telephone, 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 primary factor is the unity of so many individuals coming collectively from totally different backgrounds. That idea of togetherness is one thing the world is craving continuously. It hit me arduous, particularly when everyone 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. A number of the dancers had by no means achieved strikes like that earlier than, however they gave it a lot effort and vitality, and that touched my coronary heart. That’s the half that’s in the end shining by way of.
How do you’re feeling about so many individuals replicating your choreography on-line?
That choreo is arduous! I’m not saying that TikTok choreo will not be, however there are variations between nondancer dances for enjoyable {and professional} dance breaks. In some way, I really feel like my work bridged a niche [no pun intended, he swears] and has received folks significantly transferring and studying. Which is so thrilling, and I didn’t anticipate it. I didn’t choreograph it that approach, for social media.
I made it arduous on goal, as a result of the spectacular half is that there’s practically 40 folks doing it on the similar time. So watching folks world wide do that’s loopy. By no means in my mind was I considering, Oh, persons are gonna wanna do that, let me strive. However yeah, the ladies try. They’re bridging the hole!