The documentary maker scored a surprise hit with a rap freestyle he originally recorded in 2000.
The clip was picked up by producers Duke & Jones, who'd been promoting their music by turning viral clips into dance tracks."It was best if it was going viral, if it had a celebrity in it, if there was no background music, and it was kind of rhythmic. So Louis Theroux was like, tick, tick, tick, tick.""He brought a pie and it needed 15 minutes to cook in the oven," recalls Isaac McKelvey, aka Jones.
"And once the 15 minutes was up, it was done. We edited a video in 10 minutes, went to the pub and when we came back it had 60,000 views."Jiggle Jiggle grew even bigger when musical theatre performers Jess Qualter and Brooke BlewittEventually, Duke & Jones persuaded Theroux to record a professional version of the track, which he did in an hour-long break between interviewing Stormzy and picking his kids up from school.
the song's popularity was "a baffling 21st century example of just the weirdness of the world that we live in"."Sometimes the best things I get involved with, both in my professional life and my personal life, are the ones that give me anxiety."For Duke & Jones, it has taken their career to a new level.
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