Media takes time to consume, which means that many products won’t be consumed at all even if they are good, much less be consumed enough to reach the point where word of mouth can achieve virality.
The reality is that the best winner is usually a product good enough to not be laughed at (though not usually best in class), with some characteristics that make it marketable, and with strong backing behind (money, connections or both).
One funny effect is that you end up with artists talking about viral topics like social justice and discrimination like it’s first hand experience, but a quick check will show they come from immensely privileged backgrounds.