If for once you’ve doubted the essence/power of marketing or you’ve ever felt like marketing’s becoming predictable, please take a seat.

Silento’s Watch Me (Whip/Nae Nae) got everyone dancing in 2015 – from suited up executives to grandmas and grandpas. The video/dance was so popular that it has been considered a part of American pop culture. However, the discovery that this viral hit was an orchestrated campaign may change how people accept viral videos and dances.

Recently, Business Insider revealed that a company called DanceOn was behind the success of Silento’s viral video. The company, which is co-owned by Madonna, started out as a part of YouTube’s $100 million original channel initiative and has gone on to establish itself as one of the top 10 premium YouTube channelsDanceOn has grown to become a global multi-platform programming brand for dance entertainment.

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While DanceOn names Coca-Cola, Sony Pictures and Ubisoft as some of its clients, Business Insider claims Silento’s Watch Me was the company’s first monster hit.

Here’s how Business Insider describes how DanceOn makes viral hits:

CEO Amanda Taylor describes the company as a digital network that promotes the work of about 1,200 creators of dance content — she uses the term “influencers.” A creator will film a dance video and DanceOn will work to get it exposure and subsequently help it bring in revenue.

Though most of its contracts have slight variations, DanceOn generally takes a percentage of an artist’s revenue for services, including promotion, ad sales, and management. And DanceOn can work with a dancer on a single video or an entire catalog, depending on the situation.

This makes one doubt the authenticity of other viral dance hits like Psy’s Gangnam Style, which has garnered over 2 billion views making it the most viewed YouTube in the world.

Regardless, this is smart and it takes proper understanding of human psychology to make an impact this big on human behaviour.