You’ve heard “The Wellerman” by now, no doubt, since the Scottish postman who sang it a TikTok rendition of it went completely – ridiculously – viral. Now he’s quit his job and earned a record contract. But how’s that going to go? Viral stars and those who study them say “the hard part comes months later, when everyone has forgotten what they went viral for, and they attempt to maintain the momentum.” – BBC
