Erica Banks/YouTube
- Dallas rapper Erica Banks’ “Buss It” song has become a social media challenge.
- The trend caught on with celebrities like Gabrielle Union, Rico Nasty, and YouTuber Jackie Aina.
- Within just a couple of days, the viral dance trend helped Banks gain new fans and even more listeners.
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In the first two weeks of 2021, a new viral dance craze called the “Buss It” challenge has taken over social media.
It’s fairly simple to do: Participants of the challenge show themselves in their normal, pared-down outfits as Nelly’s song “Hot in Herre” plays. Once Erica Banks’ song “Buss It” starts playing, the videos cut to them decked out and dancing.
“Buss It” flew under the radar when it was first released back in May 2020, but now with the popularity of the “Buss It” challenge, Banks’ fame has skyrocketed.
The ‘Buss It’ challenge started in January of 2021 and shows participants all glammed up when Banks’ song starts playing
TikTok first saw the trend take off on January 1 with creator, @Erikadavila120, who is credited with starting the trend. She posted a video of herself with text that said “Somebody [please] do this transition, but all prettied up.”
At the time of publication, the video has over 15 million views. Insider reached out to Davila but did not immediately hear back to our request for comment.
The trend then took off across social media. The videos mostly follow the same pattern. At the beginning of the videos, a sample of Nelly's "Hot in Herre" plays as the participants show themselves in their normal day-to-day outfits.
Once the beat drops and "Buss It" starts to play, the participants drop down to a squatting position, dressed up, showing off their outfits as well as their twerking skills.
It's gone viral with celebrities like Gabrielle Union, Rico Nasty, and Jackie Aina taking part
As more and more people began to show off their "glow-up" with the challenge, it became increasingly popular, catching on with celebrities and influencers.
Actress Gabrielle Union, rapper Rico Nasty, R&B singer DaniLeigh, "Love and Hip Hop: Atlanta" star Joseline Hernandez, along with influencers Jackie Aina and Nikita Dragun, are just some of the stars to post about the trend.
Singer Monica and actress Tracee Ellis Ross also posted videos, leading fans to believe they were participating in the trend but once the beat drops, viewers find out they've been duped.
The challenge is making Erica Banks' song go viral, too
On TikTok, Banks' song has been used in over a million videos, which doesn't include the videos appearing on other social media platforms like Twitter and Instagram.
"Buss It" was released back in May 2020 and received very little attention, if any, at the time. The song came out right around the height of another social media dance, Megan Thee Stallion's "Savage" challenge, took off on TikTok.
Twitter account, @RapAlert, tweeted out an older video of Banks at a club performing her song "Buss It" before it took off on social media. As Banks performs to a subdued crowd, the caption reads, "A few months ago Erica Banks was getting clowned because no one in the club knew the lyrics to 'Buss It' now the whole world doing the challenge."
—Rap Alert (@RapAlert1) January 13, 2021
TikTok has become a marketing tool for many record labels. One of the first artists to reap the benefits of the social media platform was Lil Nas X and his song "Old Town Road." The Atlanta rapper saw the song go viral in early 2019 and with the #YeeHaw challenge. Soon after in July 2020, the videos posted by users had been seen by 67 million people and debuted at No. 83 on the Billboard Hot 100 - later climbing to No. 1, where it stayed for 17 weeks.
Megan Thee Stallion has also found viral success on TikTok. Coincidentally, Megan and Banks were both previously signed to Houston-based record label 1501 Entertainment, which Megan sued in March last year for interfering with the release of her EP, "SUGA." That EP spawned the "Captain Hook" dance challenge as well.
Now, Banks is finding herself on the receiving end of commercial success. She recently announced that she signed a record deal with Warner Music. She also got a shoutout from one of the most prominent female rappers, Nicki Minaj. The Dallas rapper posted a freestyle over the beat of Sada Baby and Minaj's "Whole Lotta Choppas," getting the attention of the Queens rapper. Nicki quoted-tweeted Banks' video and said, "Sending love right back. [You] sound dope on this."
She's also been the subject of media coverage with multiple publications writing about her success. During an interview with NYLON, she said "I'm thankful for any platform that provides exposure, especially one that emerging artists can benefit from as well. What the fans did with 'Buss It' on Tiktok will definitely be memorable for me."
Insider has reached out to Bank's team for comment but did not immediately hear back.