Reality TV supercouple Heidi Montag and Spencer Pratt suffered a deep loss in the past week, as the home they shared was destroyed in the Pacific Palisades wildfire. And their response was something that only they might have dreamed up.

Both parties, who rose to prominence on MTV’s “The Hills” in the 2000s — have used TikTok, Instagram and every other social media outlet to encourage their fans to stream Montag’s album “Superficial.” The album, coincidentally enough, celebrated its 15th anniversary over the weekend; it is a turn-of-the-2010s curio that owes a debt to the musical endeavors of Britney Spears, Paris Hilton and Lady Gaga, but on which Montag put her unique camera-eager stamp.

On “The Hills,” a reality soap opera, Montag had been cast as the sidekick to golden-girl Lauren Conrad, the “Laguna Beach” star whom the cameras followed in her move to Los Angeles. Not content with second billing,...