In the 1990s, before the social media boom, there was a way for artists to “go viral”: appear in a TV commercial. With the passage of time, the transformation of media and media consumption, coupled with an unbridled pace and access to information, artists have new formats to reach a milestone of exposure in their career. From Seattle broadcaster KEXP’s Live on KEXP electric sessions, to npr’s Tiny Desk, to in-house documentaries, every artist can now tell their story.