Everything we like is a psyop

In the past year, the rise of indie rock band Geese has sparked a buzz that many claim places them at the forefront of a new musical era. Their album, "Getting Killed," released last September, has made them a household name among concert-goers and music enthusiasts alike. Frontman Cameron Winter's recent solo performance at Carnegie Hall left attendees convinced they were witnessing a pivotal moment in music history, akin to the emergence of legends like Bob Dylan. However, a recent report from Wired has cast a shadow over the band's ascent, suggesting that their popularity may be more orchestrated than organic. Geese collaborated with a marketing firm, Chaotic Good, known for creating numerous social media accounts to generate trends for their clients, which include notable TikTok stars. This revelation has prompted a spectrum of responses, from betrayal to confusion about the legitimacy of band marketing strategies. Andrew Spelman, co-founder of Chaotic Good, explained how artists struggle to promote their music while competing with trending audios on platforms like TikTok. The firm aims to simulate viral success by posting large volumes of content across various accounts to make it appear as if songs are gaining traction. The implications of such marketing tactics extend beyond music. Emerging startups are adopting similar approaches. During an interview with the founders of the fashion app Phia, insights emerged about their social media strategy, which involves employing numerous college students to create content that promotes their platform. This strategy aims for volume, crafting an illusion of organic engagement around their app. However, as audiences engage with content in isolation, they may not discern the promotional nature of these posts. The trend is mirrored across different industries, with creators and brands alike leveraging substantial resources to fabricate hype. Eric Wei, co-founder of Karat Financial, noted that even top creators utilize these tactics to amplify their reach, creating a landscape where authenticity is increasingly questioned. Chaotic Good's methods are emblematic of a broader industry trend, where marketing strategies can obscure the line between genuine popularity and manufactured success. The firm reportedly maintains a vast arsenal of iPhones to manage their accounts, illustrating the extent of their operations. As the internet becomes more saturated with manipulated content, the distinction between authentic engagement and artificial growth becomes increasingly blurred. The discourse surrounding Geese raises important questions about the nature of marketing in the current digital age. As fans wrestle with these revelations, they must navigate their feelings about authenticity in music and beyond. The conversation about where to draw the line between effective marketing and deceitful practices is ongoing, and it is up to audiences to determine their stance in this evolving landscape.