I have recently found myself wondering what makes an underground activity go 'mainstream.' Is it a series of coincidences, the stars aligning just right, that makes something go viral? Or is it a series of strategic, calculated maneuvers executed by PR professionals across the globe.
Various steps can be taken to make something mainstream or popular. First and foremost would be the value of star power. A trend in America appears to be that as soon as a star has found something 'new' or 'underground' by the next day it is a top seller.
Another way is to appeal to the general public. Through making something go viral it requires a lot of time and marketing to get the public to like and share it -- although this is possible. Sometimes hits on social media can be the most effective form. Word of mouth can also be an effective form particularly with a younger generation.
Call it chance, fate, or strategic planning. Regardless a series of events click together to make things go 'mainstream'. Maybe the greatest achievement of the profession will be to figure out this mysterious formula.
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