The difference between going viral and building a fanbase | Danny Ingram, Universal Music

Behind every viral song there’s a lot of work going on - and a spike in views doesn't always mean good news for the artist. In this episode, we're joined by Danny Ingram, Director of Creator Marketing at Universal Music UK, to unpack what really happens when a track starts to trend. Expect to learn why a meme-driven moment can inflate numbers without driving streams, when the team steps in to amplify something organic rather than trying to manufacture it, and why Google Trends data is one of the metrics they watch most closely. We also get into how labels work with artists who don't want to behave like creators, why YouTube and younger audiences are a gap many marketers are overlooking, and what consumer brands could learn from the way the music industry trusts its creators. Got a question or a suggestion for the SocialMinds podcast? Get in touch at socialminds@socialchain.com. Welcome to the official SocialMinds YouTube channel, the social media marketing podcast from SocialChain. SocialMinds is where social strategy meets real-world execution, breaking down what’s next in social media marketing, influencer marketing, creator economy, brand building, paid social, community growth and platform strategy. From TikTok marketing and Instagram strategy to YouTube growth, social commerce and performance-led creative, we explore the trends, campaigns and cultural moments shaping modern brands. Featuring insights from leading global brands, platform experts and marketing leaders, SocialMinds delivers practical advice, actionable insights and behind-the-scenes perspectives from the front line of social. Whether you're a social media manager, brand strategist, content creator, marketing director or growth marketer, SocialMinds helps you stay ahead of platform updates, algorithm changes and emerging trends in digital marketing. Subscribe for expert interviews, social media case studies, platform updates and the conversations driving the future of social media marketing.