2 Milly isn't the first.
Oh, Fortnite. You capitalize on hip-hop culture because legally, choreographed dance moves are hard to copyright. That means, moves such as Blocboy JB's popular "Shoot" dance and the bounce from Snoop Dogg's "Drop it Like it's Hot" are free to emulate. That's exactly what Fortnite developer Epic Games has been doing for over a year now. Chance the Rapper called out the company earlier this Summer for the exploitation of the culture.
It's been years since 2 Milly came out with the signature Milly Rock move, but Fortnite implemented it into their game regardless. Renamed "Swipe It" in the game, the dance was sold in a microtransaction process. 2 Milly just learned that Epic Games is making money off his dance, and he's not pleased. Speaking with CBS News, 2 Milly stated, "Everybody was just like, 'Yo, your dance is in the game.'"
"They actually sell that particular move. It's for purchase," 2 Milly continued. "That's when I really was like ... oh nah, this can't go on too long. I don't even want to bash them for all the millions. Know what I am saying? It's not really like that. I just feel like I have to protect what's mine." Business and entertainment lawyer Merlyne Jean-Louis doesn't think 2 Milly has a chance. "There's a lot of case lawsuits surrounding the copyright of music," he told CBS. "Lyrics. Sounds. There's a full body of case law related to that. But regarding choreographic works, that does not exist." The move is no longer for sale, but those who have it can use it.