YouTube Wedding Dance Boosts Chris Brown Sales

A video clip showing the traditional wedding procession reworked into a dance routine involving the entire wedding party is one of this year's biggest viral video sensations.

It starts off a familiar scene, the entrance procession ahead of a wedding - but once the music starts, the wedding party really lives up to its billing.

The JK wedding entrance dance, as its known, is number one on the viral video chart weeks after being posted.

Sarah Wood is the operations director at Unruly Media which compiles the chart. "We recorded 35 million views now on the Unruly tracker and that's across 30 different video sharing sites. So it has been phenomenally successful."

Wood points out that there have been several popular wedding dances over the past few years, but says this one is unusual because it takes place not at the reception but within the ceremony itself. Even the couple, Jill Peterson and Kevin Heinz, bust a move down the aisle.

"It's spectacular, it's fun. It's heartfelt. It's authentic. It feels more authentic than most wedding ceremonies feel. You can feel the love," says Wood.

And like with any good story, there are some meaty subplots. The song that provides the soundtrack to the video is 'Forever' by Chris Brown, the singer who recently pleaded guilty to punching his former girlfriend Rihanna ahead of February's MTV awards. And Wood says it has increased the sales of 'Forever'.

It's also brought him out of celebrity exile. Google has been trumpeting the success of its 'click to buy' overlay link in this case as an example of how YouTube content can be monetised.

Then there have been the inevitable parody clips, like the divorce dance. Ultimately, says Wood, the original JK wedding dance video succeeds on multiple levels.

And if a wedding ceremony is ultimately professing everlasting love in front of a group of witness, a viral sensation on YouTube is quite a way to get started.

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