Going viral. Blowing up. The overnight success. Incredible to watch and impossible to predict. I remember seeing the “Five hands 1 guitar” cover of “Somebody I Used to Know” when it only had a couple thousand views. By the next day it was several million. I haven’t listened to that band since.
At lunch this week I was looking at the Billboard Hot 100 chart with some friends. Looking back over 20 years of number one hits, there were a lot we recognized and more we didn’t. Every year there was at least one song by an artist none of us remembered. They were number one for one week and then they were gone.
The problem with the viral successes that blow up overnight is no one really cares. They get our attention, but they don’t earn our trust.