Virality is the currency of the digital age. Platforms like TikTok, Instagram Reels, and YouTube Shorts have redefined how new songs are discovered. But while these platforms create opportunities for instant exposure, they also come with their own traps.
Let’s be real: in the TikTok era, a catchy 15-second clip can outrank years of artistic craftsmanship. Think Lil Nas X with "Old Town Road," which exploded on TikTok in 2019 and became one of the best examples of digital power in music. The song spent an unprecedented 19 weeks at No. 1 on the Billboard Hot 100, all while dominating meme culture and dance trends online.
But for every Lil Nas X, there are dozens of artists who go viral but fail to make a sustainable career past their initial breakout moment. Consider the case of Trinidad Cardona, whose 2017 hit “Jennifer” went viral on loop-worthy Instagram videos. While he’s still creating, he hasn’t returned to that initial buzz.
Why do so many viral artists struggle to keep their momentum? One reason is what we could call the “algorithmic hamster wheel.” Viral fame often forces artists to chase their next big hit by catering to algorithmic preferences rather than focusing on their artistry. And fans drawn in by a single track might not stay when the artist explores new styles.
Moreover, virality focuses attention on specific moments or hooks instead of entire albums or discographies. When listeners only know you for one soundbite, there’s little room to prove your versatility, and that makes it harder to cultivate long-term loyalty.
Let’s broaden the lens and talk about what it takes for an artist to build a legacy in today’s landscape. Historically, music careers were built through a combination of talented songwriting, relentless touring, and industry support. That’s how names like Bowie, Beyoncé, and The Beatles carved their enduring cultural imprints. But in a world run by playlists rather than albums, do those same rules apply?
Streaming platforms like Spotify and Apple Music have significantly changed how we gauge long-term success. Getting into a high-profile playlist such as Spotify’s RapCaviar or Today’s Top Hits can expose an artist to millions of listeners—all while making data (like repeat listens and skips) more transparent than ever before.
However, this shift to “playlist culture” can also be limiting. If an artist’s music becomes synonymous with one type of playlist, their sound might be perceived as too narrow. For example, artists like Post Malone thrive by floating between genres, appealing to both pop and rap audiences, which has helped sustain their careers. Others, however, risk being pigeonholed and thus forgotten when tastes evolve.
No matter how music is consumed, one component of long-term success remains unchanged: a deep, authentic connection with fans. Artists who invest in their audience on and off the stage—through live shows, personal storytelling, or even social media authenticity—tend to cultivate longer careers.
Take Taylor Swift as an example. Beyond her undeniable songwriting skills, she’s known for engaging directly with her fans, from Easter eggs in her music to her well-documented fandom name ("Swifties"). This fan loyalty has allowed her to remain not just relevant but dominant, through changing trends and evolving sounds.
Let’s dig into some specific case studies to highlight what separates fleeting fame from lasting success:
When Psy released “Gangnam Style” in 2012, it didn’t just break records; it shattered YouTube with over 4 billion views. The song was a cultural tidal wave, streaming into movie soundtracks, parodies, and dance floors worldwide. But what happened next? While Psy continues to make music, the global impact of “Gangnam Style” overshadowed any subsequent work, leaving him pigeonholed as a one-hit wonder outside of Korea.
Compare that to Billie Eilish, who gained traction through viral indie platforms like SoundCloud before becoming a household name. Her breakout single “Ocean Eyes” easily could have confined her to niche internet fame. Instead, by diversifying her sound, creating highly stylized visuals, and collaborating with her brother Finneas as producer, she’s cemented herself as one of the defining voices of Gen Z pop culture. Not to mention she’s swept seven Grammys and continues to evolve creatively.
Here’s the thing: it’s not an either/or situation. Virality and longevity aren’t mutually exclusive—they can actually feed into each other. Artists who manage to capitalize on their viral moment while planting seeds for long-term growth often achieve both widespread recognition and sustained relevance. Want examples? Look no further:
To sum it up, the relationship between music virality and long-term success is definitely complicated—but not impossible. With the right mix of strategy, talent, and adaptability, viral hits can be the beginning of a legacy rather than a flash in the pan. However, the key lies in depth and diversity—building a sonic identity that can evolve over time, rather than banking on one moment to carry you forward indefinitely.
For artists, blending these two elements is the ultimate goal in today’s hyper-connected world. And for listeners? Well, we get to be part of the ride, discovering not just what tops the charts today but what might define them tomorrow.