Pertinence and McClain discuss the current state of content, virality, and the music industry. They answer questions like: Is it okay to post something you know will flop? How to balance clickbait with authenticity and integrity? And Is social media absolutely necessary for musicians today?

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(0:00) Intro (1:23) Does your music have to go viral? (9:20) How to balance cringe and authenticity? (10:42) How do you separate yourself from your musician persona? (13:22) Pert wears fake glasses (16:55) Ice Spice or Charles Dickens? (27:34) Why is Collin the worst first name for a rapper? (28:32) How to connect with an audience without posting (37:19) What are the most successful campaigns we've seen? (38:12) Tai Verdes' campaign (41:30) 347Aiden's campaign (43:30) Storybook Life and storytelling (50:50) The Ice Spice Bath