The Double Dream Hands YouTube Phenomenon

The internet has changed the media topography.  Now a story can break on YouTube or on a blog or social media outlet and can become a major story in the traditional media.  I’ve watched online phenomena grow, but this has been the first time I’ve been able to experience, from the inside, just how strong a video going viral online can be.

The Double Dream Hands video featuring John Jacobson has taken off in a big way.  Recently Ellen showcased the video on her TV show.  In a pretty funny segment, Ellen is there dancing along with John. (link).  But even before the Ellen segment, the video of John showing kids how to do the Double Dream Hands dance had exploded online.  On YouTube the video now has well over one and a half million views.  This phenomenon was certainly unexpected.  John had posted other similar videos before, but this one hit a chord.

We’re not talking about a flash in the pan, or about someone who made a video simply to have it take off on YouTube; John Jacobson is the real deal.  He’s a star to preschool students, middle school students and music educators around the world. A well-respected composer, choreographer, teacher and performer. John is the Senior Contributing Writer for bimonthly John Jacobson’s Music Express Magazine; produced and published by Hal Leonard Corporation, the publication reaches more than 3.5 million students every year. He is the author of “A Place in the Choir,” and other books.  His original recordings are favorites of children; parents and thousands of educators across the country perform his musicals and revues as a part of their curriculum.

John has staged hundreds of huge music festival ensembles in his association with Walt Disney Productions and directed productions featuring thousands of young singers including NBC’s national broadcast of the Macy’s Thanksgiving Day Parade, presidential inaugurations and more.  He is also recognized internationally as a creative and motivating speaker for teachers and students involved in choral music education.

In a sense it could be said that John was Glee before there was Glee.  He is an educator, author, songwriter and choreographer.  His mission is to transform kid’s lives through dance and music.  John is also the founder and volunteer president of America Sings! Inc., a non-profit organization that encourages young performers to use their time and talents for community service.  As I stated earlier, this guy is the real deal.

Yet with all of that work behind him it is the Double Dream Hands video that is bringing him into the national spotlight.  As John said, who knew?  His next question was whether after all of his work, would Double Dream Hands be what he was going to be known for?  The answer is no; John will be known for his body of work.  But this unique online viral phenomenon offers him a tremendous opportunity to reach the media, the public.  It is also brining new opportunities his way. This is a case where a video goes viral and creates a media story.  Since the video took off, talk shows, late night shows, print publications and other media outlets have been interested in covering him and his video.  It was organic and it was real.  John’s not faking it; he’s teaching kids how to do that dance on the video.  That’s what made it so interesting.

So, what PR or media lessons can you take from this story?  I’m not suggesting that you go out and intentionally try to create your own Double Dream Hands phenomena, but you can learn from this just how powerful a story or video that gains traction on the internet can be.  You do want to be aware of and pay attention to how you can position your online information and postings.  An online video, blog or social media posting can also become a traditional media story.  Although it might not be featured on Ellen or Oprah,  it could interest local or regional media.  Remember, social media now impacts traditional media.  You never know what’s going to grab their attention.

Copyright © Anthony Mora 2011