There's also the role of community leaders. A similar thing happens with language. The people who are looked up to or most influential in a community are responsible for initiating changes in word usage and vocabulary. In the same vein, key players perform the same function for art. Reviewers play a big role there. A favorable review in the New York Times can make an artist. Nowadays social media plays a big role. I don't know who first drew attention to the Linda Lindas, but their being promoted with Youtube videos changed what might have been a small cult following into a nationwide surge of popularity.
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