Newspapers, magazines, billboards, television... All this is (or has already become) a thing of the past. Now the best way to promote is the Internet and social networks. Those sources from which the absolute majority receives information. A specialist from any field and any creative person can gain popularity on the Internet. And now I will tell you exactly how this can happen. Using the example of the group NEVERLOVE, which I recently fell in love with. What is their main secret? Clickbait and resistance to hate! On YouTube I came across a reel (short video) in which Kipelov’s son sings with the Prince (ex King and the Jester) I’ve never listened to Kish at all, I only like one song from Kipelov (I even wrote an article about it: I’m free! Music therapy and audiolization of states.) But it still became interesting. The son of a famous musician, he followed in his father’s footsteps... I started reading the comments on the video, even Googled it. But no! This is not Kipelov’s son. This is a member of the group NEVERLOVE. This group has had good PR on TikTok before. But then they didn’t grab me. I looked and forgot. But YouTube algorithms haven’t forgotten! I watched their videos, read the comments, YouTube considered my interest. And he started sending me their videos from time to time. My attention was already caught! I haven't turned the page yet! This is the task! Arouse even the slightest interest in the viewer and hold it! Even with the help of clickbait. (clickbait) are provocative and manipulative techniques in the digital environment aimed at attracting attention and generating traffic. And then the group comes out with a song, supposedly written by a neural network based on all the hits The King and the Jester. I think there was no neural network here, the guys wrote the song themselves. But since neural networks are now at the peak of popularity, they decided to attract interest through them. Here's another secret. Be in trend! Connect your name with what is fashionable now and interests the viewer. YouTube again gave me their reels with an excerpt of this song... I listened... I listened... Until I realized that I adore it) Then - more. The soloist has already begun to call himself the Shaman's brother. And it became a meme for fans. Shaman's brother, Kipelov's son... It's funny, it's fun. It's interesting to watch. The group shocks, shocks, performs songs on highly social topics (for example, about escorts). I began to come across their reels more and more often. I react to them! I click, I look, I read the comments. YouTube gives them to me. My interest peaked, and I decided to listen to the rest of the songs of this group. And wow!!! In addition to banter songs, they also have very beautiful lyrical compositions. They are also currently on a large-scale tour of Russia. And I already want to buy a ticket to their concert! That’s how it works! Attract the audience. Play on people's vices ;) Catch a wave of hype. Then show your real self, show your different self. Fall in love with yourself. Find your audience! This promotion format is close to me. Maybe I liked this group so much because in some ways they are similar to me. I also like to create bright clickbait headlines and hold holiwars. Let people become interested, start reading, and then get involved, and then see how cool I am ;) But, of course, don’t forget about the hate! How much negativity they write in the comments... The higher the popularity, the more hate. And the main thing is to be prepared for this. So that nasty things don’t distract people passing by from their main goal!