Zay Hilfigerrr and Zayion McCall estimate that it took them about five minutes to make "Juju on That Beat (TZ Anthem Challenge)." Comparatively speaking, it didn't take much longer for the song to rocket up the Billboard Hot 100. In just three weeks, it soared to No. 11. Like Silento's No. 3 hit "Watch Me" and iHeartMemphis' "Hit the Quan" (which reached No. 15) in 2015, "Juju on That Beat" succeeded on the strength of homemade dance videos.
"People keep finding it and engaging with it," says Jeff Vaughn, senior director of A&R at Artist Partners Group (APG), a joint venture with Atlantic Records, where the duo is now signed. "Shaq just did the challenge [on Oct. 20]."
Yet a key factor in the song's continuing rise is how quickly the label was able to capitalize on its virality, which by nature is ephemeral. "The problem with dance records is it takes too long to handle business, and the momentum dies," says Vaughn. "These types of records need to be approached differently."