Inside the Secret Tactics Digital Marketers Use to Make Songs Go Viral in 2026 – Billboard

Trending on Billboard Jesse Coren and Andrew Spelman, two of the co-founders of popular digital marketing company Chaotic Good, joined Billboard at South by Southwest (SXSW) on March 14 to talk about how songs go viral in 2026, and how online discourse around artists can be manipulated in their favor by companies like theirs. The conversation, hosted by Kristin Robinson, was released on Wednesday (March 25) as one of two live episodes of On the Record, Billboard’s music business podcast. The other episode, featuring Mark Cuban, can be found here. Related Coren and Spelman first decided to start Chaotic Good in February 2025 after years of working as artist managers through their company Mutual Friends (Chelsea Cutler, Alexander 23, Quinn XCII). “There’s so much pressure on the artist,” Coren says. “How much are they posting? Have they posted today? Why haven’t they posted? As managers, our job is to support the artist. For a while, we were used to throwing our hands up and thinking, ‘Well, if they’re not driving it from their page, what can we do?’” Then, after meeting digital marketing gurus Tim Weber and Adam Tarsia, the four decided to team up to create an agency that would take some of
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