Impromptu dancing in the streets. What’s going on lately?? No, I’m not talking about the early 80’s Lionel Ritchie music video for All Night Long (although…) what I’m talking about this trend towards the infectious flash mob. While flash mobs are rooted in more serious foundation–political flash mobs for instance–are large groups of people who are mobilized by some kind of telecommunication (or social media now)  to a brief, usually loud, public gathering. Lately this has been translated into flash mobs a part of a greater plan to “attack” -with fabulous choreography. West Side Story? Not at all. But it’s become a very popular viral marketing tactic. Whether it’s an ad campaign/stunt, TV show, awards show…impromptu dance is where it is at.

T-Mobile owns this flash mob phenomenon, perfected with Oprah’s 24th Anniversary show with the Black Eyed Peas, who turned the city of Chicago into an impromptu dance party brought. With Oprah using her *TMobile* phone to take pictures of the audience. From Life for Sharing’s performance piece in Trafalgar Square, TMobile is definitely cuing into something bigger.

It’s not just dance –although the dance phenom is also heating up– there’s something about collective joy that dancing can bring, especially the kind that’s depicted in these silly flash mobs, that is infectious. In an interesting article in the New York Times this weekend by Clive Thompson on the “epidemic nature of happiness” (article). As a nation we’re starting to awaken to hope again as the economy slowly starts to turn for the better. While our immediate reaction should be cautious optimism, these outbursts of joy seem to be speaking volumes of what we are REALLY feeling. With no end in sight, this joy and happiness will hopefully remain infectious as ever for as long as possible. And I personally, can’t wait to get caught at a Grand Central Station to a random flash mobbing…

Go ahead. Be happy. I dare you.

I couldn’t resist. Watch it. I won’t tell…

Click here to view the embedded video.

Lalala Human Steps is a French Canadian contemporary dance group has turned classical dance on its proverbial head. Collaborating with musicians such as David Bowie, Frank Zappa and Skinny Puppy, this group is not in the least stodgy or stuck up. They amazing technical dancers, but have an amazing connection to each other and their audience. Spell binding.

It’s a bridging of worlds that is not limited to Lalala Human Steps. The once incredibly serious and stand-offish world of classical dance is filtering itself into popular culture yet again (rejoice!!). Whether it be about somewhat cheesy TV shows such as “Dancing with the Stars” (ick) or “So You Think You Can Dance”, the world of dance is captivating the nation once again. Dancers are artists. Dancers are athletes.

Droga5 has done a beautiful job with it’s latest Puma campaign inviting consumers to join them on a performance art/contemporary dance piece. A bold move by an athletic company to take the leap of faith in the arts. Dance is such a universal form of expression, it baffles me why more brands haven’t taken full use of the dynamic, beautiful, and truly communicative vessel.

You must check out this excerpt from Lalala human steps, Amelia (2002):
http://www.youtube.com/watch?v=t9BqgrhHhQE

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