2015’s feel-good anthem “Lush Life” is back, and it’s dominating TikTok thanks to a viral fan moment that reignited the song nearly a decade after its release.
During Zara Larsson’s European tour, 16-year-old Julia Sophie Coster joined the singer onstage to dance during “Lush Life.” While Larsson has a tradition of inviting a fan up each night, Julia’s high-energy performance completely stole the show. The clip quickly went viral, racking up millions of views and sparking a full-blown TikTok dance trend.
Now, creators are posting their own versions of the routine — practicing the “mixed up” choreography in case they ever get their moment to join Zara on stage. Fans at her following tour stops have taken the cue, performing the dance from the crowd and even being invited up to join in live.
Larsson’s role as the opening act for Tate McRae’s “Midnight Sun” tour is also amplifying her reach to new audiences, driving even more momentum behind the Lush Life resurgence. It’s a perfect storm of nostalgia, fan culture, and creator energy bringing a classic pop hit back into the spotlight.
Brand opportunity
Bose could jump on this viral dance moment with a “Hear Your Lush Life” creator campaign. By partnering with creators and concert-goers to show off the choreography using Bose headphones and entertaining their audience by dancing to music that no one else can here.
This year’s breakout star of I’m A Celebrity… Get Me Out of Here is without a doubt Angry Ginge (real name Morgan Burtwistle). His presence marks another huge moment for creators breaking into mainstream TV.
Following in the footsteps of GK Barry, who came incredibly close to winning in 2024 and has had countless television opportunities since, Ginge is proving that digital-first talent can engage primetime audiences. With 1.4 million+ followers on Twitch, 1.6 million on Instagram, 2.1 million on TikTok, and nearly 1 million on YouTube, he’s bringing a whole new demographic to the series – viewers who may not tune into nightly TV, but won’t miss a single moment on socials.
Audiences are loving his genuine friendship with Aitch, the musician and social media personality, whose appearances in the show and social media edits are becoming fan favourites. One of the key things that audiences are praising Ginge for is his openness about mental health, normalizing vulnerable conversations with the men in camp. Those clips are consistently the highest-performing videos on the official I’m A Celeb TikTok account, including a moment where he talks about being broken up with on a livestream, a relatable story that reached over 2 million views.
Ginge is now a strong favourite to win, and a powerful example of how creators can connect with mature TV audiences just as deeply as they do with their online communities.
Brand opportunity
When Ginge leaves the jungle, Gymshark would be the perfect partner for him to work with on a long-term basis. His existing connection to fitness, discipline, and mental resilience makes him an ideal face for a “Strength Looks Different on Everyone” campaign. This would embody exactly what viewers already love about him.
Season 34 of Dancing With the Stars (DWTS) has officially wrapped, and Robert Irwin and his partner Witney Carson took home the Mirrorball Trophy. The victory comes exactly 10 years after his sister Bindi Irwin won the show – a full circle moment.
Roberts’s win was even more impressive given that he performed the finale with a rib injury, beating a tough finalist lineup including Olympian Jordan Chiles and mega creator Alix Earle.
What set this season apart was the social media storytelling behind it. Robert, Alix, and other contestants documented every rehearsal, injury, costume fitting, meltdown, and win online. Their audiences followed along daily, turning DWTS into a cultural moment beyond traditional TV viewers.
Season 34 ended up being the highest-rated in a decade, largely fuelled heavily by social media coverage – echoing what we’re seeing with I’m A Celebrity… Get Me Out of Here.
Brand opportunity
While Robert Irwin will no doubt be flooded with opportunities after his DWTS win, a clever and unexpected partnership would be with Audible. Audiences connected deeply to his warmth and storytelling throughout the season, qualities that translate perfectly into audio.
Audible could partner with him on a “Stories That Move You” series, where Robert narrates nature-inspired short stories, mindfulness walks, or children's books on the topic of nature and wildlife.
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