“Kiki do you love me?” asks Drake on In My Feelings – a track (and quote) that’s taking social media by storm.
As one of the biggest rap superstars of the internet age, he’s used to going viral, from smashing streaming records to dominating meme culture.
Now his music has sparked the #inmyfeelings challenge, which involves, of all things, jumping out of a moving car and dancing.
Police around the world, including India, Spain, the US, Malaysia and the UAE, have unsurprisingly warned that the dance challenge is dangerous.
“#DistractedDriving is dangerous and can be deadly,” tweeted the US National Transportation Safety Board. “No dance challenge is worth a human life.”
The craze began when internet comedian Shiggy posted a video to Instagram of himself dancing to the song.
Quite how this morphed into jumping out of moving cars is anyone’s guess – but hey, the internet lives by its own rules.
Here are five other times songs became challenges that took on a viral life of their own.
Psy became the unlikely poster boy for K-pop in 2012 when the music video for his single Gangnam Style went viral on YouTube.
Its worldwide appeal stemmed not from its Korean-language lyrical content but from its playful tone and bemusing horse dance move that soon became a staple of club dancefloors and children’s parties across the globe.
For those who cared to look, though, there was depth beneath the immediate accessibility.
Its title references a rich neighbourhood in Seoul housing some of South Korea’s biggest brands and wealthiest residents.
Its lyrics and video, in turn, deliver withering satire, spoofing the delusions of the rich elite.
Take the opening shot. Psy is shown on a sun lounger, hungover. He is not recuperating on a luxurious private beach, though, but is stranded in a children’s play area.
And the horse dance move? That’s a damning assessment of the inaction over the wealth disparity – blindly riding the horse of commercialism.
As Businessweek noted, “the average Gangnam apartment costs about $716,000, a sum that would take an average South Korean household 18 years to earn.”
But it’s also great fun to try at a party… or, if you’re Cathy Newman, in the Channel 4 newsroom.