Lee Chaeyeon's new song dance challenge is captivating not only the music industry but also the broadcasting world.
According to Lee Chaeyeon's agency Day1Dream, the dance challenges for the mini album 4 Till I Die (틸 아이 다이) title song No Tears On The Dancefloor (NTOTD) and the album track Know About Me are receiving explosive responses on TikTok, Instagram Reels and YouTube Shorts. In particular, the challenge has attracted attention as many prominent K-pop seniors and juniors have participated.
Red Velvet's Seulgi, (G)I-dle's Jeon Soyeon, Stray Kids' Hyunjin and Monsta X's Shownu participated and showed perfect dance-line chemistry with Lee Chaeyeon. In addition, artists representing their respective groups, including Lee Youngji, CRAVITY's Hyungjun, ILLIT's Minju and TWS's Jihoon, joined the challenge relay.
Fans are enthusiastic about seeing artists from different groups interact, producing positive interactions between fandoms.
The challenge proved that it has firmly established itself as a popular "play culture" beyond specific fandoms. The mega crew from SBS variety show Shooting Stars, on which Lee Chaeyeon appears, and broadcasters such as Bae Seong-jae and Kim Ji-young also joined the challenge, adding to its buzz.
This craze is the result of a marketing strategy optimized for the short-form ecosystem, characterized by short video length and low barriers to entry.
They cleverly composed detailed "point choreography" to the new disco rhythm of NTOTD and the Y2K vibe of Know About Me. They succeeded in naturally and powerfully imprinting the musical highlight sections on the public while properly showcasing a distinctive performance ability.
Lee Chaeyeon, who is delivering both the listening pleasure and the viewing thrill through challenge collaborations with various artists, is currently continuing active comeback promotions with the new song NTOTD.<
[Photo] Day1Dream
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