Good Morning America featured a video of Edu Manzano's Papaya Dance citing its popularity on several international YouTube postings. The song, which originates in the Philippines, was tipped by Robin Roberts, one of the hosts of the top morning show, to be the next Macarena.
Implications - Many YouTubers are reaching stardom, often without intent, as their songs, dances and random stunts get noticed by millions of people around the world. Keeping abreast of YouTube as an engine for marketing, as well as considering the potential of YouTube users in marketing plans, may be what the millennial company needs in order to gain a competitive edge over more stagnant brands.
The New Macarena
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