Navigating the Unpredictable Landscape of Creative Work

“I’m looking for a man in finance …” is the opening line of one of the most viewed, copied and remixed social media posts of the year. The woman behind it, Megan Boni, aka TikTok’s Girl on Couch, invented the rhyme as a jokey description of the perfect man she and her single friends would like to meet. She posted it one evening, and the internet went wild. It has been a similar story for Scottish actor Kirsty Paterson. Kirsty was photographed looking dejected in a sad green Oompa Loompa wig at possibly the world’s worst Willie Wonka-inspired event ever. The picture, which she hates, was shared around the world, and the initial publicity led to a slew of vicious replies. Megan and Kirsty are joined by Kelley Heyer, the inventor of the Charli XCX's Apple Dance, and Auri Kananen, Finnish queen of housecleaning videos, to discuss what it is like to ‘go viral’, and what happens next.