The rapper and singer has always been a master of the internet, not of music. But with his latest release, “J Christ,” he’s lost his grip on virality, too.

More than any working pop star, Lil Nas X understands how music is consumed in the contemporary landscape: in pieces, in memes, in reaction videos, in snippets of audio used to soundtrack get-ready-with-me clips on social media. In intimations and nudges. In discourse that may or may not have much to do with said music at all.

And so for Lil Nas X, a song is a pretense. He is less a rapper or a singer than a meme maker with a seven-figure budget. Music is the fourth or fifth most important part of his presentation, the foundation for missives on X (formerly Twitter), TikToks and Instagram posts that matter as much, and probably more.

Or, as the hook of his new single “J Christ” muses: “Is he ’bout to give ’em something viral?”

That would be the goal, of course, but the best viral content bubbles up unpolished from the ether, slightly awkward and just novel enough to astound. That’s what Lil Nas X made his name with. It is the story of “Old Town Road,” his breakout song, which went from TikTok curiosity to bar mitzvah anthem in just a few months in early 2019.

The vexatious “J Christ” tries to reverse engineer that kind of success. It is planned virality, mood-boarded and line-itemed. First, it is a concept — Lil Nas X is returning — and only then, a visual narrative and a song to animate it. The result is stylish but not artistic, glossy but without shine, hyperstylized but lazy. Being the most clever pop star is much easier than being the most clever online comedian, and his tropes are wearing thin.