Ride the Wedding-Dance Wave
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Last summer, a happy couple sent ripples through the Net when their video, JK Wedding Entrance Dance, hit YouTube. The video depicted a wedding entourage dancing down the aisle to Chris Brown's "Forever," concluding with the bride cutting the rubber in the general direction of her nervous, but giddy, groom. Great fun!
The dance generated nearly 33 million views in less than five months, inspiring a ton of user-generated spinoffs, including the tongue-in-cheek divorce dance, and a spoofy fist-bump from The Office.
But here's an inside story you may not have heard: The ending might not have been a happy one for the Wedding Dance couple.
YouTube gives copyright holders the right to strip music from user-generated videos if they don't approve of how their work's being used. But in a savvy move, Sony—which owns the rights to "Forever"—decided to keep JK Wedding Entrance Dance intact and ride the wave of its popularity. Now when you watch it, an ad enables you to buy the track from iTunes.
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Brilliant article! we talk about social media being about building relationships but normally it implies building it around customer conversations. The Po!nt you make is brilliant - you have taken building the relationship from conversation to looking how to create mutual value in a sense.