Billboard On The Record How The Founders of Chaotic Good Make Songs Go Viral on TikTok — Live at SXSW
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Mar 25, 2026 Andrew Spellman, artist manager and co-founder of Chaotic Good, and Jesse Coren, music manager and co-founder focused on digital trend campaigns, unpack TikTok virality. They discuss trend simulation, volume-driven account networks, niche content strategies, scaling narratives beyond singles, platform risks and ethics. Short, fast, and tactical takes on how songs get traction in today’s streaming era.
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Trend Simulation Beats Top Down Influencer Buys
- TikTok success depends on simulating trending audio behavior rather than one-off influencer posts.
- Chaotic Good studies organic trends, then recreates them at scale using volume, pacing, and niche targeting to “simulate a trend.”
Place Songs In Niche Algorithmic Formats
- Prioritize placing songs in niche, algorithm-friendly formats where the target audience already engages.
- Use themed pages (fan, meme, sports, quotes) to deliver impressions that align with listeners' interests instead of random mass posting.
TikTok’s Audio Primitive Explains Platform Differences
- TikTok is uniquely driven by trending audios and formats, which is why Reels hasn't produced the same song-driven hits.
- The platform rewards trending sounds so new artist posts need simulated momentum to perform.