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In 2002, two young men walked into the offices of Copenhagen Records exuding attitude, wearing fashion sunglasses and big hoodies, and carrying a boom box, which loudly played a catchy song that announced the uninvited guests, Nik and Jay, as people not to be ignored. Luckily for Copenhagen Records, the label let itself be charmed by what would become one of the most successful pop acts in the country. The duo – Niclas “Nik” Petersen and Jannik “Jay” Thomsen – brought style and flair to the rather foreign Danish music scene. The so-called "Law of Jante" was unceremoniously put aside for songs about babes, clubs, and an extravagant lifestyle, which Danish audiences had heard and seen from North American rap music but never from a local act. (The Law of Jante, or Janteloven, refers to a social norm which supports the basic idea that one should not think he or she is better, smarter, or more important than anyone else. This norm is generally perceived to have strong roots in Scandinavia. The expression is taken from a 1933 short story by the Dano-Norwegian writer Aksel Sandemose.)

"'Hot' was one of the songs that really established the duo’s style: in the music video, the two men dance next to bikini-clad ladies in a sauna, themselves fully dressed in hip-hop outfits."

Since then, Nik & Jay have become one of the best-selling pop groups in Denmark, releasing nineteen major hits and winning numerous awards. They have gone from being considered very “un-Danish” to becoming familiar names throughout the country. Their greatest hits are well-established party classics everywhere, no matter people’s musical inclinations. Since their debut, they have matured and grown deeper and more sincere. “Hot” was one of the songs that really established the duo’s style: in the music video, the two men dance next to bikini-clad ladies in a sauna, themselves fully dressed in hip-hop outfits. This proved that being over-the-top can be acceptable, even in Denmark, as long as one has the right attitude and can make people dance (the song even includes guidelines on how to do this).

Nik & Jay are from Værløse in the capital area, which is noticeable in their distinct and almost hard pronunciation. They also place themselves geographically through their lyrics. “H.C. Andersen’s Boulevard” and “Bellevue” are both in Copenhagen (they’re a street and a beach area, respectively). They are also completely dedicated to youth slang, especially in their effortless inclusion of English words. Some are well-established in the Danish vocabulary, like “cool” (to express something positive) and “damn” (to express an exclamatory sentiment). Nik & Jay emphasize their urban attitude by exaggerating this linguistic tendency a bit, mostly using words from the hip hop and club environment: “homies,” “dope,” “bounce,” etc. In general, though, it is common for young Danes to include English words in their speech, and the lavish use of the term “hot” in this otherwise Danish song is quite natural for a Nordic audience.

Whatever they do, Nik & Jay do it all the way, and always with an attitude, red wine, and Blå Kings cigarettes. Much can be said about the duo, their style, and their development. But for now, let it suffice to say: Let the party start!