A viral moment remains the ultimate marketing enigma. It’s the dream for just about any campaign, large or small. And when the internet catches wind of something gaining momentum, and it suddenly becomes a moment, it can feel totally random — the type of buzz that anyone who works in media will spend years trying to chase.
But can such an arbitrary, often fleeting moment of virality really be manufactured, or at least given a little push? Adamm Miguest — aka “the Viral Kingmaker” — believes that, given the right resources, he can make just about anything go viral.
The landscape of virality
Adamm is no stranger to the power of a pop culture moment. His own journey started out in reality TV, appearing on NBC’s “Steve Harvey Show” and Fox’s “Love Connection” along with being a casting finalist for CBS’s “Survivor.” After experiencing the viral power of reality shows paired with a growing social media firsthand, Adamm started to focus on making his own digital content, working with the ever-flourishing TikTok community to create cutting-edge photos and videos.
All the while, Adamm was working on becoming one of the top content creators in the influencer community himself — amassing over 50 million views and over 1 million followers across TikTok and Instagram for his comedic and relatable skits, many of which revolve around his love of cars. “My idea was basically figuring out how I could take a ‘Fast and Furious’ movie and condense it into a one-minute TikTok,’” he says. “And I found the way!”
Leveraging the relationships he built within his community, Adamm would go on to start Rapid Launch Media, which specializes in connecting musicians with social media creators. Rapid Launch Media now works in the music promotion space to help record labels, music managers, and artists make music go viral on TikTok. Using a uniquely curated, tried-and-tested strategy, he’s helped previously unknown artists like Lil Xxel and Curtis Waters “blow up” practically overnight, landing these musicians features in top music and culture publications and ammasing them billions of streams on their songs.
Viral growth strategies
So, how does Adamm do it? “Using social media to help music find traction is now a huge part of the music industry,” he explains. As more and more companies are spending big bucks to promote their brands on social media and less across traditional media forms like print and TV, finding that traction now has something of a science to it.
“Rapid Launch Media is a team full of diverse individuals that are extremely knowledgeable regarding what is required to get your song to the next level in the music industry,” Adamm says. “Our goal with every TikTok music campaign we run is to make the song we are promoting go as viral as possible on the platform.” This, he says, encourages many of the regular users, as well as large influencers, to create content using the song. “Most importantly, we work hard to inject the song into the ethos of the TikTok community in a way that makes the song’s growth feel natural to make sure it doesn’t appear to be superficially ‘planted’ by a record label.”
Creating a moment
Rapid Launch Media started off as a humble side hustle for Adamm to earn some extra cash during the challenging times of the pandemic’s peak, but the response has been greater than he could have imagined. Now, the company is his full-time gig.
“I really just want to teach my audience how all of this social media stuff works,” Adamm says. “Rapid Launch Media was born because I realized I knew the viral strategies of nearly every major influencer in the world, really — and I was also one of the first people to realize that TikTok would be the future of music going viral when many were still getting to grips with the platform itself. ”
And that’s precisely what happened.
“I started brokering deals between record label execs and A&Rs to get the top influencers in the world to use their songs,” Adamm continues. “I perfected my technique and continued to make music go viral, and have slowly transitioned the company to also make brands — and even people — go viral, too. With the right resources, anyone and anything can go viral.”
Find out more about Rapid Launch Media on their website.