MJ Delaney (left) is responsible for Newport State of Mind, a Welsh-flavoured Youtube parody of Empire State of Mind by Jay-Z. How do you make a video go viral, asks Observer editor John Mulholland? "We didn't make it with a masterplan, we made it for our friends, and friends of friends to enjoy."

Digital agencies who charge "millions" to advise brands on viral videos would have killed it, she says. "It was a happy accident."

The reason that the once-dominant social network Bebo has died is because it was flooded by commercial brands, she says.