Drake’s 25-track album Scorpion may not be as revolutionary as some of his earlier work, but there’s no doubt its as popular as sliced bread.
It’s his eighth chart-topping album and racked up over a billion streams in its first week on the internet. But there’s another reason why this album is so popular, and it’s got to do with one song in particular.
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“In My Feelings” is typically Drake, meshing R&B and hip-hop seamlessly to create one head-bobbing summer banger. But it’s also spurned an entirely new dance phenomenon.
Initially dubbed the #DoTheShiggy challenge, the fad was created by Instagram comedian Shiggy. The original video, published on 30 June, has been viewed over 4.4-million times.
The hashtag now connects some 34 000 posts on the social network.
But it wasn’t to become the primary hashtag for the phenomenon.
#InMyFeelingsChallenge currently boasts some 44 000 posts on Instagram, and is fast spreading to the likes of Twitter and Facebook.
Even the r/Drizzy subreddit has caught wind of the viral sensation.
So, who has done the challenge thus far?
For one, Ciara and her footballer husband Russell Wilson. Currently enjoying her anniversary in Cape Town, the R&B star hopped out of her car along Chapman’s Peak Drive to take part in the challenge.
Her clip has garnered more than 8-million views thus far, with 60 000 comments to boot.
Flight attendants on Virgin American are also getting into it. This particular clip has been viewed over 6.3-million times.
Comedian Baffmasta’s version received over 900 000 views and an additional 2.3-million after @Worldstar reposted it.
And other versions are just downright dangerous. Take @Stuntermegaman’s example.
And in case you’re wondering, no, Drake hasn’t even filmed the official video for the track yet, nor has he responded to the challenge on his account.
Rumours suggest that New Orleans may be the city of choice for the shoot, but we’ll all have to wait and see Drake’s official #InMyFeelingsChallenge submission.
Feature image: screenshot, @TheShiggyShow via Instagram