The “virally launched popstar” as a PR genre piece.

Remember Sandi Thom? She was the punk rocker with flowers in her hair who virally launched with some bedroom concerts via her home broadband that seemed able to support 30,000 instantaneous connections.Well, the soft viral launch myth was back with a bang on my Guardian app this morning.

By Jon Hickman

Hi, I'm Jon. I teach and research digital culture, social media and new media practice at Birmingham City University. Find out more about me with this lovely CV: Find out about my work at the Birmingham Centre for Media & Cultural Research: