Bob Lefsetz had an eureka moment: we’re at The End Of Virality. To do something the hard way to get it right means a commitment for the long run. You can’t fake cultural impact.
In music, what appears like virality, is oftentimes an after the fact clean-up victory lap. What this means is your ascension will be slower than ever before. Instant success is nearly impossible. And if it happens too fast, for whatever reason, you’ll fall back to earth almost quite as fast.
So there was a monoculture. That was what MTV in the last part of this century was all about. You get on the service and everybody knows your name.
Then the internet killed that and the key was to get everybody on the internet talking about something. And that worked for a while.
But now, just like we no longer send jokes to each other in e-mail, we don’t forward cute videos or any of that crap, and if we do post them on our Facebook page most people ignore them, because they’re being dunned to pay attention all day long and they just ain’t got that much time.
You’ve got to do the hard work and appeal to a core which sustains you. The rest is nearly unachievable and is gravy at best.
Appreciate the new day and act accordingly.