May 24, 2021

How to go as viral as the Lil Nas X Satan Shoes

How to go as viral as the Lil Nas X Satan Shoes

Daniel Greenberg, founding team member and CRO of MSCHF, walks us through his strategy for going viral.


MSCHF, the company behind the infamous Lil Nas X Satan Shoes (you know, the ones that incited a lawsuit from Nike) knows a thing or two about going viral. MSCHF is an art collective that only releases its products in drops, which occur bimonthly on their website. Almost every single drop that they've released, from Birkenstock shoes made out of cut up Birkin bags to a laptop loaded with malware programs, has gone viral instantly.


Going viral might be the cheapest, most effective marketing tool...but the problem is, it usually happens by accident—and sometimes not for good reason. But MSCHF has figured out how to go viral on purpose, and for the company, all publicity is good publicity. Today, Daniel Greenberg, founding team member and CRO of MSCHF, joins us to tell us a bit about the behind the scenes of consistently going viral. He's telling us about the importance of evoking a reaction, why there's a story behind each drop, and how MSCHF uses its drops to subtly tear down its competitors.