How One Song Became a Viral Case Study in Content Repurposing and Digital Strategy

When Ghanaian-American singer Moliy first dropped “Shake It to the Max (Fly)” in 2024, few could’ve predicted how far, it would travel. But a year, a few key collaborations, and millions of streams later, the track isn’t just a hit; it’s a masterclass in repurposing content, building momentum through digital platforms, and letting the internet do what it does best: amplify everything. 

We jump into the numbers to see the evolution of this track and what Caribbean marketers and creatives can learn from it. 

The Launch 

The original version of Shake It to the Max was just over 2 minutes long. It was short, punchy, and TikTok-ready. Released in 2024, it had a clean bounce and Moliy’s signature fusion of Afrobeat and pop energy. It was a solid drop, but nothing too viral just yet. 

Remixing the Formula 

Fast-forward to 2025. A remix featuring dancehall heavyweights Shenseea and Skillibeng took the original and cranked it up several notches. Clocking in at 3 minutes long, this version exploded. The remix has racked up over 90.9 million streams on Spotify and 51 million views on YouTube, solidifying its global popularity. 

Adding Jamaican energy to the mix clearly widened the song’s global appeal, especially in the Caribbean diaspora.  

The TikTok Takeover 

Enter Haddyah 'Gladdest' Cyrus, a Trinidadian dancer and TikToker whose remix, dance, and on-platform engagement made her part of the song’s next viral wave. The remix video posted on YouTube clocked in at 5 million views, showing the continued shelf life of the song when aligned with the right creators. 

With a Tiktok following of over 626K, her content has racked up 12.6 million total likes, showcasing her strong influence on the platform. The video where she debuted the remix of the song garnered an impressive 3.9 million views, sparking a massive wave of user-generated content. To date, over 1 million TikTok videos have been created using the remix’s sound, proving how one creator’s engagement can spark a global digital moment. Even Ciara joined in on the trend, giving the track celebrity cosign, and cementing its crossover appeal. 

This moment proved that creators could become catalysts. It wasn’t just about the song anymore, it was about the culture around it. 

More Remixes, More Reach 

Another remix featuring Major Lazer brought the song into EDM spaces, expanding genre reach, even if with more modest metrics (59K YouTube views).  

What This Teaches Us 

This isn’t just a feel-good story about a viral track. It’s a roadmap for marketers and brands: 

1. Short-Form = Scouting Ground 

The original version was perfect for TikTok’s fast-paced, scrollable culture. Think short, hooky, and loop-friendly. 

2. Collaborations = Cross-Pollination 

By tapping into other audiences (Shenseea, Skillibeng, Gladdest, Major Lazer), Moliy multiplied reach without diluting the core of the song. 

3. Remix Culture = Content Longevity 

Instead of dropping one version and moving on, Moliy’s team encouraged remixes and freestyles to reignite interest again and again. 

4. Creators Drive Culture 

Gladdest didn’t just dance, she helped define the vibe of the song’s biggest digital moment. UGC (user-generated content) is more than engagement; it’s strategy. 

“Shake It to the Max” is no longer just a track, it’s a case study in how to extend the lifecycle of creative content. For marketers, musicians, and digital strategists across the Caribbean and beyond, the message is clear: the brands and creators who repurpose smartly, collaborate strategically, and activate community will be the ones who truly shake things up. 

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