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An underreported part of Lil Nas X’s success, however, is his history operating a popular Twitter account. By trafficking in memes, viral threads, engagement bait, and Nicki Minaj stanning, Lil Nas X was able to create a six-digit follower base on Twitter, and it was that platform that served as a springboard for “Old Town Road.” Lil Nas X may seem like an overnight success, but his breakthrough is the product of a years-long, 21st-century marketing plan — one which has been banned from Twitter for its reliance on spammy tactics and copying others.

Music publications have seemingly been strong-armed into not mentioning Lil Nas X’s online past, his Twitter account, nasmaraj, in particular. “This article was updated to correct an error about Lil Nas X’s involvement in Nicki Minaj’s Barbz Fan Army,” reads a post on Billboard that no longer mentions Nas Maraj. An update to a piece on Hot New Hip Hop states that “Lil Nas X’s team has reached out to us to confirm that the Lil Nas X did not run a Nicki Minaj fanpage, despite Billboard’s initial reports.” It’s a curious denial, given how much Nas Maraj activity remains visible online, clearly connected to Lil Nas X, and how frequently fans mention his history in relation to “Old Town Road.”