Here's What Marketers Can Learn From Ariana Grande's Viral 'Thank U Next' Video

She tapped into nostalgia and got fans excited with teasers

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This past weekend, pop star Ariana Grande released the companion music video for her chart-topping hit “Thank U, Next,” creating the sort of mass-market cultural event that has become increasingly rare since the heyday of MTV. The video, a tribute to popular female-led movies from the early 2000s, quickly surpassed YouTube’s all-time record for most views in the first 24 hours of release and continues to climb.