The internet has become integral to pushing hip-hop forward as a genre and opening it up to new audiences and players. From DatPiff to Soundcloud to TikTok, it’s undeniable that digital platforms and social media have revolutionized how an artist can reach rap stardom. But how does it work? And how does “going viral” change rap itself and the ways artists create music? To answer that, Jinx is joined by 24kGoldn, a member of the XXL Freshman Class of 2020 who forged his path from viral hits to major label; Dan Runcie, founder of Trapital; and Isabel Quinteros Annous, head of global music partnerships at TikTok, to talk about the business of virality, how artists can harness their moment, and why hip-hop has been slow to embrace TikTok.

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