Is Cringe The Secret To Going Viral?
What Is Cringe Marketing in Music?
Cringe marketing is a promotional strategy that relies on creating content that's awkward, over-the-top, or downright bizarre to capture attention. In the music world, it often looks like emotionally intense videos, odd visuals, or performances that leave audiences wondering, "What did I just watch?" The goal is usually to shock or confuse just enough to get people sharing and commenting.
It’s especially common on TikTok, where strange or cringeworthy videos often outperform polished ones. Why? Because weird sticks. But there's a cost. While it might gain attention fast, it's not always the kind you'd want. If the cringe becomes the main attraction, the music gets lost in the noise. You become a viral moment—not a respected artist.
Why Cringe Content Often Goes Viral
Content labeled “cringe” typically triggers immediate, visceral reactions. People laugh, flinch, or rewatch just to make sure what they saw actually happened. Comments, stitches, duets, and reposts are all engagement gold on TikTok and Instagram. The algorithm favors posts that spark interaction, so cringe content often wins out purely because of how shareable it is.
But there's a disconnect between going viral and building a fanbase. You might get 10 million views on a funny or awkward clip, but if people don’t remember the song, or worse, mock it, that attention doesn’t lead to streams or followers. Cringe creates flash-in-the-pan visibility, but rarely fosters the emotional resonance that keeps fans around.
Brendan Abernathy: A Viral Hit Without Staying Power
Brendan Abernathy’s video for “Married in a Year” exploded online. Millions of people watched it, mainly because they couldn’t believe what they were seeing. The performance, packed with dramatic vibrato and theatrical delivery, felt exaggerated and unnatural to many. As clips of the video circulated, the reactions were mostly humorous or critical. Memes flooded comment sections.
Despite its massive reach, the song failed to top the charts or build a fanbase. Why? Because the audience was reacting to the spectacle, not the song itself. Brendan’s music was overshadowed by the perception of inauthenticity. People were watching for laughs, not to discover a new artist.
This is the downside of cringe marketing. It brings exposure, but often at the expense of credibility. Without trust or connection, virality is empty.
Melly Mike: Positive Virality That Builds Momentum
Now compare that to Melly Mike, whose song “Young, Black and Rich” went viral for completely different reasons. His video featured traditional Indonesian boat racing, with an uplifting, triumphant anthem. It wasn’t cringey, it was joyful.
That alignment of message, mood, and visuals made a huge difference. People shared the video not because it was cringe, but because it made them feel good/was good entertainment. The song gained traction on Spotify, playlists picked it up, and engagement grew organically. Not only were fans watching, but they were also actively listening, sharing, and following.
This is what happens when you prioritize emotion over attention. Instead of using shock to go viral, Melly Mike used positivity and authenticity to spark real growth.
Authenticity Outlasts Gimmicks Every Time
In music promotion, realness is your most valuable asset. Listeners crave connection. If your video feels forced or like you’re just chasing trends, people disengage. Cringe marketing might trick the algorithm, but it doesn’t build loyalty.
Authenticity builds emotional investment. When your lyrics, visuals, and personality all align, you give fans something to believe in. That trust translates into streams, merch sales, ticket buyers, and long-term support. Whether you’re just starting out or trying to boost a TikTok video, focus on being real before trying to be viral. Check out our article with more tips on what works for TikTok Music Promotion.
Viral Doesn’t Always Mean Profitable
Going viral is great for visibility, but it doesn't guarantee income. A video might hit five million views and still bring in no money if your song isn’t monetized or available on major platforms. That’s the reality many artists face.
To turn virality into revenue, your music must be properly distributed. You need links in your bios, working streams on Spotify, and royalty tracking in place. Without these, virality fades and takes its momentum with it.
TikTok Changed the Music Industry
Labels used to discover artists through showcases or streaming data. Now, one viral TikTok can attract a million eyes overnight—and often without any marketing budget.
But that power also means artists must learn to be content creators. It’s not enough to have a good song. You need a short-form version that hooks quickly, matches current trends, and invites users to engage. Think visually, think emotionally, and test often. TikTok isn’t just for listening but also for discovering your favorite music.
A Study shows 75% of TikTok users discover new artists on the app, so you want a good strategy to start gaining new fans from it.
What Makes a Song Go Viral on TikTok?
Songs that blow up on TikTok usually have one standout moment. It could be a catchy line, an emotional lyric, a rhythmic beat drop, or even a quirky sound effect. The key is that it fits TikTok’s culture: fast, fun, and relatable.
To increase your odds:
- Keep intros short and snappy
- Make it loop-friendly
- Catchy Chorus is King
- Upload to TikTok’s sound library so others can use it
Instead of uploading your entire track, focus on the part that will resonate with users on an emotional or creative level. Make it easy for people to engage with your sound in their own way.
Use TikTok’s new artist platform to keep track of your music’s analytics.
Mistakes That Undercut Your Promo Efforts
Many artists shoot themselves in the foot by skipping the basics. Posting without linking to your streaming profiles, using copyrighted sounds, or ignoring data can ruin a good video’s momentum. Other common mistakes include:
- Spamming content instead of creating value
- Copying trends that don’t fit your vibe
- Posting only promo content with no personality
Consistency beats chaos. Treat your TikTok like a brand. Post with intention, interact with followers, and analyze what works. If something flops, learn from it and tweak your approach.
From Viral Hit to Sustainable Artist
A viral clip is just the beginning. The next step is building an audience that sticks. That means posting regularly, sharing new music, and giving fans a reason to care. Tell stories, show behind-the-scenes moments, and make people feel like they’re part of your journey.
Don’t just chase views. Build community. That’s how you turn one video into a lifelong career.
Check out our top 5 Steps to Creating The Best TikTok Account for Artists & Musicians.
Conclusion: Cringe Doesn’t Build Careers, Connection Does
Cringe marketing might get eyes on your video, but it rarely earns ears for your music. It’s a short-term hack with long-term risks. You may go viral for being awkward, but that won’t make people stream your next track or show up to your gigs.
If you want real results, follow Melly Mike’s path. Match your music with meaningful content. Share videos that uplift, inspire, or make people feel something real. That’s how you build a loyal following and a music career that lasts.
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