In 2015, Silentó’s infectious track “Watch Me (Whip/Nae Nae)” became an unstoppable cultural phenomenon. Beyond cracking YouTube’s list of the year’s 10 most-watched music videos, it ignited a worldwide dance craze, inspiring thousands of imitators and catapulting the official video to over 622 million views—and counting, which earned the title of YouTube’s most viral video of the year. While it might seem the dance’s popularity was a spontaneous breakout, it was, in fact, the result of a carefully orchestrated strategy led by DanceOn—a digital dance network co-founded by Madonna.