Lil Nas X’s Viral Marketing Success

Rebecca Smart Bakken
15 min readSep 13, 2021

Lil Nas X has found a recipe to create internet-breaking songs and viral marketing that few other artists have. His song “Montero” debuted at number one and his current single, “Industry Baby,” at number two. Today when I am writing this, both of them remain in the top ten in the charts and Montero has stayed on the charts for 18 weeks.

How does he do it? What’s his secret?

For starters, Lil Nas X understands how to use social media to create viral marketing. His first hit, “Old Town Road,” quickly went viral on TikTok, creating a formula that he, and other artists like yourself, use for other songs.

In today’s article, I will dissect Lil Nas X’s viral marketing campaign for “Montero” so that you can use the same strategies for your next single launch. I will analyze his pre-save campaign, the fan awareness he created before the release, the setup for release day, and the marketing strategies he used post-release to continue to grow the track.

Determine The Value of The Song

Before you create a marketing plan, you must understand the core value of your song. A good marketing strategy will broadcast the message of your song on different mediums through other formats.

Lil Nas X excelled at this marketing strategy for “Montero.” The song tells a story about a man Lil Nas X fell in love with who had not come out as gay. Lil Nas X said the line was a “double entendre” as he felt the man lived an unhappy life “in the closet.”

The lyrics of the song are personal to Lil Nas X, and he used the music video to attach a bigger message to the song. In comes the most important aspect of this marketing plan: the music video.

Create An Enthralling Music Video

Although a music video can be expensive, if done correctly it can provide unmatched value to your viral marketing campaign

Rebecca Smart Bakken

Rebecca is a tech entrepreneur driving change in the new music industry through innovative marketing strategies. Specialising in content marketing for musicians