The Brief: Jason Derulo made a song to a popular TikTok melody, creating the #SavageLove dance challenge.
DEEP DIVE
The #SavageLove TikTok dance comes from a popular TikTok sound called “Laxed (Siren Beat)” by Joshua Nanai. This sound was used in the background of an internationally popular TikTok dance trend and accompanying challenge known as the “Culture Challenge,” where people show off elements of their culture.
On May 11, 2020, Jason Derulo shared a song he’d made with this clip called “Savage Love” and posted it with a variation of the dance on TikTok. Derulo’s remix took the dance trend to the next level as videos associated with the hashtag #SavageLove have been viewed over 21 million times on TikTok and over 132,000 videos have been made with the sound.
Joshua Nanai, a high school student in New Zeland was paid for the use of his sound, has signed to Columbia Records, and is reportedly working on releasing more music.
#SavageLove On TikTok
@jasonderulo Had fun remixing @jawsh_685 siren beat #SavageLove 🔥🔥🔥 summer vibes
@justmaiko 🤧💙 @itsjonathanle
@ondreazlopez This is fyee @jasonderulo 😳🔥
@lilhuddy @jasonderulo man’s a god
@joealbanese She really did that better tho 😳 @bellathesavage436
@sommerray lol @jenafrumes
@crissa_ace