Music Ally Focus #24: YouTube Shorts signs BTS for the #PermissiontoDance challenge

Hashtag challenges and dance contests are vital to TikTok and rival apps and services are adopting them too. YouTube Shorts is no different, and as the service continues its rapid global rollout, it has snagged a partnership with K-Pop giants BTS. They have launched the ‘first ever worldwide dance challenge’ on YouTube Shorts based around their new track ‘Permission to Dance’. Joe and Stu discuss what this means for short-form video, and whether people will simply do the dance on TikTok instead. 👋 Music Ally’s free weekly newsletter, The Knowledge: musically.lnk.to/knowledgepo -------- Ⓜ️ Subscribe to Music Ally's industry-standard analysis, reporting and news: musically.com/subscribe Instagram: https://www.instagram.com/musicallybiz Twitter: https://twitter.com/musically Facebook: https://www.facebook.com/musicallyfb