Well, it sort of has, and sort of hasn’t. We’ll explain. Last week we reported on the marketing campaign around Jennifer Lopez and Maluma’s new singles ‘Pa Ti’ and ‘Lonely’, including a #PatiChallenge on TikTok launched with influencer Charli D’Amelio.
Her video has been watched 24.4m times so far, but videos using the challenge’s hashtag have racked up more than 1.2bn views.
Here’s the big caveat: when a challenge starts trending, all manner of TikTokers jump on the bandwagon, slapping the hashtag in their videos no matter what music track they’re using.
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