Before social media, the music industry would take an album, pick some singles, and promote what they thought the hits should be. Those vetted songs would then likely be what you’d hear on radio stations and at the club. In 2018, it doesn’t work like that at all: the song of the summer is collectively decided by the fans, meaning that, nowadays, any unassuming tune can take over the airwaves if the internet likes it enough.
The current and indisputable domination of Drake’s “In My Feelings” was not a planned thing. If it wasn’t for an Instagram video where Shiggy, a comedian, danced along to the opening lyrics, nobody would be running around constantly asking, “Keke, do you love me?” That footage created a music sensation that is so big, a government agency had to issue a warning telling people to stop getting out of moving cars to dance in traffic. The Keke Challenge is everywhere; everyone is doing it.