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How #ShiggyChallenge Impacted the Success of “In My Feelings

The answer to the question “Kiki, do you love me?” appears to be a resounding “Yes.”

The viral dance challenge started by Instagram star Shiggy for Drake’s Kiki interrogation “In My Feelings” has been adopted by everyone from Leslie Jones to Will Smith, pushing the bounce-flavored song to the forefront of the pop culture conversation, and to number one on the Billboard Hot 100 chart. Even Drizzy himself acknowledged that Shiggy’s dance challenge played a major part in making the track a hit.  Check out the music biz breakdown courtesy of Complex’s Natasha Martinez in the video above.. Cheers!