Short and snappy overview here from Wired of how 'social first', trying to seed interest and stimulate sharing and UGC before paid-for campaigns kick in, has become the industry norm.
Some contrasting examples of 'organic' underground successes and notable failures by the likes of Katy Bloody Perry - hit or flip the common key is some degree of replicability, whether dance or ... spraying water on your face (KBP).
https://www.wired.com/story/memes-music-promotion/
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