What Replicates Human Memes?

In static societies creativity was blocked for millennia by the memes which it meaning creativity evolved to copy. So how then is meme transmission possible even though a lot of memes content is invisible? Since we're not copying behavior with copying meaning, how do we choose what to copy? These two problems meet in the middle in the following solution that you offer in the book. What replicates human memes is creativity and creativity was used while it was evolving to replicate memes. As a possible that creativity was used to attract mates but in very limited ways like say dancing or singing. Helping them propagate their proto creativity gene.