The Real Reason the #DontRushChallenge Was Created
In this op-ed, writer Antoinette Isama touches base with the co-creator of the viral #DontRushChallenge to learn the origin story and unpacks the importance of giving credit to internet phenomenons.
On March 22, Toluwalase Asolo, a 20-year-old business management student at the University of Hull, tweeted a clip with the caption, “The boredom jumped out.” To the song of “Don’t Rush” by U.K. rap duo Young T and Bugsey, she and her seven girlfriends changed looks seamlessly while passing around a makeup brush used as a metaphorical baton. This one minute and 26-second video would go on to amass 2 million views and become the popular #DontRushChallenge.
“We understand that in a period like this with nothing to do, a lot of people may slip into depression due to high levels of inactivity and idleness,” Toluwalase tells Teen Vogue. “So we decided to highlight the togetherness in isolation.” The ladies, who have Congolese, Nigerian, Sierra Leonean and Turks and Caicos Islander origins, planned the video sequence of handing off the makeup brush and collected their respective footage for the challenge via WhatsApp. They are in their respective dorm rooms while self-distancing during the global coronavirus pandemic.
In its third week, we’ve especially seen Black women effortlessly celebrate their diverse cultures, professions, and interests all in short clips. This video challenge has shown us yet again that Black women creators have the ability to shift and maintain virality in a digital space that’s quick to erase them. Their intention with the #DontRushChallenge, according to Asolo, was to empower and encourage women to embrace their beauty with and without makeup. They wanted to incorporate what they love — fashion and beauty — with what women around the world can easily relate to.
“In all honesty, we did not anticipate this blowing up on the internet,” Toluwalase says. “We were taken by surprise, but [we were] also overwhelmed with gratitude at how well it has been embraced by people worldwide. We started a movement and we’re extremely proud of ourselves and honored that our idea has been recognized on a global scale.”
It’s important to note this recognition, as we’ve seen how Black women creators on platforms like TikTok don’t get such nods and opportunities (e.g. the “Renegade” challenge). This erasure also stems from what some have pointed out as tech bias from the developers of these platforms. However, with the #DontRushChallenge, those who participated made it a point to thread the original clip or tag the creators of the challenge to give proper credit, so it was hard to forget the faces behind this moment.
Furthermore, in some iterations of the challenge, participants switched from sweats to traditional outfits. This signifies the duality first- and second-generation Black women experience daily. Through this challenge, it’s reassuring to celebrate the diversity and pride of the African diaspora.
“I think it just goes to show that we never really are given our respective dues because we’re so creative and are a big part of online culture. To get this recognition means that slowly but surely Black women are getting the respect they deserve online,” Toluwalase adds. “Additionally, it just emphasizes how much variety comes from Black women and the immense amount of beauty that is all around the world, and so when given the right platform, we are always ready to show all the way out.”
The girls selected the song “Don’t Rush” as the soundtrack for their concept and it remains the mainstay for many iterations of the challenge — yielding a point of discovery for the artists despite the single being originally released around this time last year. Thanks to the challenge, the song has now charted in over nine different countries on major streaming platforms. Young T and Bugsey have made sure to give the girls their due credit for this milestone. “The artists have reached out to show appreciation for the effect the challenge has had on their song," Toluwalase says. “It’s a pleasure to play a part in the well-deserved recognition the song has received.”
In turn, Toluwalase points out that the countless iterations of the #DontRushChallenge showcase the versatility and individuality of women. “With its tremendous universal response, we can feel the empowerment of these beautiful women as they embrace what would otherwise be considered ‘flaws,’ as beauty,” she says.
Originally Appeared on Teen Vogue
