Flash in the pan? Viral moments vs working your way up

Live music is big business for artists, and one of the few ways they can make money quickly (in the modern world where recorded music pays relatively slowly). However, the volatility of popularity creates challenges. Breakout songs or artists that jump from small shows to arenas is increasingly common. How can we capitalise on those positive moments, building them in to long lasting brands, while also supporting those who are working their way up the ladder one step at a time?