Before the Fame · 2010s
Lil Nas XHe turned his song into internet culture
Lil Nas X turned memes into a global marketing campaign.
Before “Old Town Road” became a global phenomenon, Lil Nas X relentlessly experimented with memes and social content around the song.
He has described pushing the record into internet culture until users began carrying it further themselves. TikTok's “Yeehaw” trend then sent the record into another universe.
The artist became his own meme page, social strategist and marketing department.
Reporting: TikTok Newsroom
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