Digital Marketers Reveal Strategies to Accelerate Song Virality in 2026

Jesse Coren and Andrew Spelman, co-founders of the digital marketing agency Chaotic Good, recently discussed the evolving landscape of song virality at the South by Southwest (SXSW) festival on March 14. Their insights were shared in a live episode of On the Record, a music business podcast by Billboard, released on March 25. The conversation highlighted how companies like Chaotic Good are reshaping online discourse around artists to enhance their visibility and success.

The Birth of Chaotic Good

Coren and Spelman established Chaotic Good in February 2025 after years of experience as artist managers at Mutual Friends, representing artists such as Chelsea Cutler, Alexander 23, and Quinn XCII. Coren emphasized the immense pressure artists face regarding their social media presence, stating, “There’s so much pressure on the artist. How much are they posting? Have they posted today? Why haven’t they posted?” He noted that their role as managers is to support artists, but they often felt limited when artists did not actively promote themselves.

The duo, alongside digital marketing experts Tim Weber and Adam Tarsia, aimed to alleviate this pressure by creating an agency that focuses on innovative marketing strategies. Instead of pushing artists to generate more self-promotional content, Chaotic Good leverages a network of TikTok pages, including fan accounts and meme pages, to feature artists’ songs, thereby generating organic support for their tracks.

Innovative Marketing Strategies

Since its inception, Chaotic Good has become a preferred partner for labels and artists seeking modern digital marketing solutions. Spelman referred to their approach as “trend simulation,” which has successfully promoted artists like Zara Larsson, Coldplay, Tame Impala, Mitski, Travis Scott, and Childish Gambino. The agency’s unique strategy involves embedding songs into various TikTok content formats to create a viral momentum that resonates with diverse audiences.

The effectiveness of their methods hinges on understanding the nuances of social media algorithms. Spelman explained that TikTok’s structure is based on trending audios and formats, which can shift rapidly. He noted the importance of recognizing when a particular trend begins to lose traction, prompting the need for adaptation.

Adapting to Algorithm Changes

Coren acknowledged the recent changes in TikTok’s ownership and its potential implications for the platform’s algorithm. He highlighted the necessity of remaining vigilant about competitors like Instagram Reels, which have reportedly seen a 30% increase in view time, according to Meta’s earnings reports. This shift has prompted Chaotic Good to allocate resources for experimentation across platforms, ensuring they remain agile in a constantly evolving digital landscape.

Both Coren and Spelman emphasized the importance of being prepared for sudden changes in social media dynamics. They maintain a portion of their operational capacity for experimentation, allowing them to pivot quickly if necessary.

Content Strategies for Different Genres

The agency’s approach is tailored to the specific needs of different music genres. Spelman articulated a core principle of their strategy: while they can generate impressions across various platforms, ensuring those impressions reach the right audience is crucial. For instance, he noted that underground rap songs often perform well with extended clips of video game content, while singer-songwriter genres benefit from visually appealing quote graphics, a trend they coined as “Pastel Tok.”

Despite their confidence in generating viral content, Spelman acknowledged that virality does not always translate to streaming success. He pointed out that if a song garners significant attention but fails to convert into streams, it may indicate a disconnect between the song and its intended audience.

Managing Public Perception

Coren addressed concerns about the manipulation of public opinion in the digital space. He remarked that much of the internet operates on a foundation of manipulation, with initial comments often shaping public perception before individuals have fully engaged with the content. This reality underscores the importance of controlling the narrative surrounding an artist’s release.

Spelman elaborated on the proactive measures taken by Chaotic Good to manage public discourse. He described a shift from traditional marketing strategies, where labels would wait for audience reactions post-performance, to a more aggressive approach that involves immediate and extensive promotion of an artist’s work.

Conclusion

The insights shared by Coren and Spelman reflect a significant evolution in the strategies employed by digital marketers in the music industry. Their focus on innovative content creation, audience engagement, and narrative control highlights the complexities of promoting music in the digital age. As the landscape continues to change, their adaptive strategies may serve as a blueprint for future marketing efforts in the industry.

As reported by www.billboard.com.

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Published on 2026-03-25 21:06:00 • By FAME Delivered News Desk