What is "viral jazz"?

WRTI shares a lovely text about "viral jazz" describing it as "aesthetic rather than a set of quantifiable viewer metrics". DOMi & JD Beck, and Louis Cole are two of the acts from the new movement, with The New York Times Magazine describing the former as "both radically sophisticated and full of jokes, a combination of qualities you find in both the 20th century's jazz greats and the 21st century's extremely online teenagers".