The Brief: The Cardi B #UpChallenge sees creators performing choreo from the "Up" music video which includes twerking, hip popping, and moving one's arms up and down.


On Feb. 4, Cardi B released the video for her new single “Up.” The infectious choreo from the music video sparked a dance challenge that is appearing across social media platforms TikTok, Instagram, Twitter, and Triller. The Up Challenge is marked by creators twerking, popping their hips, and bending their knees while moving their hands up and down and from side to side.

The hashtag #UpChallenge has accrued over 48.7 million views on TikTok and 146,000 videos linked to the audio on the app.

There are more than 8300 videos listed under #UpChallenge on Instagram.


Broke boys don’t deserve no p*ssy
(I know that’s right)

Big bag bussin’ out the Bentley Bentayga
Man, Balenciaga Bardi back and all these b*tches f*cked
It’s big bags bussin’ out the Bentley Bentayga, man
Birkin bag, Bardi back and all you b*tches f*cked

If it’s up, then it’s up, then it’s up, then it’s stuck

The challenge has been attempted by many including social media stars like Montana Tucker and Love Island‘s Justine Ndiba.


I know that’s right💁🏼‍♀️ @howardjohnson_ @yai_ariza TAG @iamcardib as many times as you can in the comments so she sees this! #up #upchallenge

♬ Up – Cardi B


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A post shared by Justine Ndiba (@justinejoy312)

Another #UpChallenge has emerged within the beauty community. This trend consists of creators transitioning from no makeup to a full-on glam.

Nikita Dragun’s video inspired others to hop on the trend including Gabrielle Union.


i heard that i was ugly

♬ BAD B GLO UP – Nikita Dragun


Hit em with that good good 💕 inspired by @nikitadragun @iamcardib #Melaninmagic #upchallenge #Blackgirlmagic #TrulyGlowingSelfieLove

♬ original sound – Gab Union

This impressive take sees creator @dajjrambo transition into one of Cardi B’s beauty looks from the music video.


IF ITS UP, THEN ITS UP, THEN ITS UP, THEN ITS STUCK ! @iamcardib 💅🏾 #upchallenge #TrulyGlowingSelfieLove #ItWasntMe #foryou #fyp #makeuptutorial

♬ Up – Cardi B