With almost 4 million views on YouTube the “Justin Bieber Wedding Dance” video has gone viral.
Maybe you got an email from a friend with a link to the video or you saw a tweet about it from The Biebs himself. Here’s what Bieber said with a link to the video at the end: Jan 12 “just got sent this. congrats Emily and Brian. nice song. nice moves. haha.”
Jacksonville videographers Jason and Avery Kabrich shot the dance video as part of a wedding package for a couple’s wedding at Club Continental. The Kabrichs moved to Jacksonville from Nashville in 2006 and opened their wedding video business in 2008.
They shoot over 30 wedding videos each year, but this is their first YouTube hit. This is also the first video featuring a choreographed dance during the wedding reception. “We heard about the groom surprising the bride with a choreographed dance number the morning of the wedding,” said Jason. “We didn’t know when it would happen, but we had three cameras in the room when it did. We just had to get as much shot as possible.”
Jason Avery Films is the name of the Kabrich’s company and they have experience shooting and editing music videos, but lighting and cameras are carefully set up for music videos to make the production quality look great. With Brian’s surprise Justin Bieber dance, there was zero time to plan shots, position cameras or adjust lighting. Fortunately, Jason was shooting with a steadicam, a camera stabilizer strapped to the body to make moving shots more fluid.
Months before the wedding, bride Emily sent the groom links to music videos to consider staging a dance at the wedding reception. Brian said no way. Yet, secretly he was putting together a wild surprise for Emily. He and his groomsmen would dance for her…to Justin Bieber’s “Baby.”
“Brian watched videos and choreographed the dance himself. He and his buddies were up for hours the night before the wedding praticing,” Jason said. “He taught the guys the dance. Since he told Emily he wasn’t interested in dancing, it was a huge surprise to her and everyone when he and the groomsmen started dancing to the Justin Bieber song.”
So how did the video go viral? Here’s what Jason remembers:
Tuesday, January 10, 2:00 p.m. Jason uploaded the video to YouTube and kept it private until the groom approved
Tuesday, January 10, 4:00 p.m. Brian, the groom, gave his blessing and Jason made it public. The video got around 60 views that night.
Wednesday, January 11, morning. 3,000 views overnight! By Wednesday night it as about 5,000.
Thursday, January 12, morning. 6,000 views. By lunchtime it was 16,000 views. By 4:00 p.m. views soared to 50,000. Jason got a call from the Ellen deGeneres Show producers. They wanted permission to broadcast the video and needed the groom’s contact information.
Thursday, January 12, 5:00 p.m. Someone emailed Jason saying he’d sent a link to the video to Justin Bieber’s manager. The video has scored about 60,000 views by then. Around 7:30 p.m. Justin Bieber tweeted a link to the video and within one hour the view count shot up to 120,000.
Friday, January 13. Jason and his wife Avery began getting 30 to 40 emails a minute. They sat at Starbuck’s going through and deleting ones that weren’t business related.
Saturday, January 14 through Tuesday, January 17. The video view count went up to 3,880,000 as people all over the world found the video. “We got hundreds of comments from people saying how watching the video made them happy,” said Jason. Jacksonville media began interviewing Jason about the video.
Wednesday, January 18, 4 p.m. 3,900,432 views and over 3,000 websites featured Jason Avery Films’ Justin Bieber Wedding Dance video or a story about the video.
Why did this video go viral and other similar videos did not? I suspect the tipping point was the email to Justin Bieber’s manager and The Biebs Tweet. Sixty thousand views in 48 hours is huge, but when that sixty thousand doubles in one hour…your video is headed to the Most Viewed YouTube Videos of 2012.
Congrats to Jacksonville filmmakers Jason and Avery Kabrich, newlyweds Brian and Emily and to The Biebs for the Tweet heard ‘round the world.
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