Lil Nas X is the king of viral marketing. 

Lil Nas X is the king of viral marketing. It’s been two weeks since Lil Nas X dropped  “Montero (Call Me By Your Name)” yet the music video continues to rack up millions of views—and is a nonstop talking point on social media. This has to do with the musician utilizing a few key things: Understanding social media and culture, creating controversy, and making good, catchy music. Meanwhile, Lil Nas X is also trying to reach the young gamer demographic: He teamed up with Roni Games to launch Twerk Hero, an online video game that lets players control the musician by making him twerk and hit arrows with his butt. (Yup, you read that right!) (Adweek, Hypebeast)