It’s repetitive and borderline annoying but one children’s music video has become an instant hit in Indonesia inspiring thousands of covers on YouTube and Instagram.
The Baby Shark Challenge, hastagged #BabySharkChallenge, went viral sometime in early August and appears to have hooked not just regular folks, but Indonesian police officials, and even Internet celebrity and former Playboy model Amanda Cerny.
Here’s Krishna Murti, Indonesian National Police’s head of the International Missions Bureau at the Division of the International Relations, doing a cover:
And here’s Amanda Cerny performing it during a guest appearance on the Tonight Show in Indonesia:
The “Baby Shark” series was launched in late 2015 by South Korean media startup SmartStudy as part of its Pinkfong education brand.
The startup says the series now has 800 million views and its mobile app is the among the top 10 most downloaded in the family apps category in South Korea, Bangladesh, Singapore, Hong Kong and Indonesia, said a Forbes report.
More than 65% of Pinkfong’s digital content revenue is coming from outside of Korea and the company expects its YouTube revenue to rise 30% year-on-year from 2017 thanks to Baby Shark, according to the company’s marketing communications director Jamie Oh.
The song’s popularity in Southeast Asia was also fueled by a number of K-pop stars like Girls’ Generation, Red Velvet and Blank Pink who covered the song and dance on TV and at their concerts.
“We’re very glad to see many (our) Indonesian users who love ‘Baby Shark’ song from Pinkfong and make it as a digital sensation by creating #BabySharkChallenge,” said Ryan Lee, head of international business development of Pinkfong, according to a Jakarta Post report.
It looks like Baby Shark is here to stay – at least until the next big thing comes along – so practise, practise, practise, and nail it.