Songs are dropped into the backgrounds of videos. Live clips are shared. Sometimes, burner accounts, comments, and whole ecosystems of interactions can be fabricated out of digital cloth, stoking—and in some cases, completely manufacturing—discourse around an artist. These ginned-up interactions push the songs and the discussion about them higher up a platform’s algorithmic rankingsThat's from a WIRED article called "The Fanfare Around the Band Geese Actually Was a Psyop." Meaning, they aren't really popular, the Internet was just manipulated in a way to make you think they were popular.
What’s being shaped is not the audience directly, but the atmosphere in which the audience encounters something, the environment that determines whether it appears meaningful, relevant, or real.The rest of the post goes into "Angry Music Fan Yells at Cloud" territory, which I find personally tiresome, but it does make some excellent insights earlier.
There is a link between music streaming platforms and social content, yes, but it goes in the opposite direction. A big artist releases an album on Spotify, Spotify puts it in playlists, and that artist grows on Instagram and TikTok. It’s almost never the other way around. And this is actually true for almost every form of digital media right now.So, what is real? Are comments and posts and "online discourse" actually being effectively manipulated by a promotions company? Is that manipulation trickling out of social media and into real world opinion? I'd say yes to both but probably not to the degree that anyone wants you to believe.
...we know that Geese didn’t get big from TikTok. Major outlets like Rolling Stone and The New York Times were writing about them all the way back in 2021! They’ve had an extremely traditional career actually.
Great episode of Major Label Debut here talking to Bill Baird of Sound Team about their experiences signing to Capital Records in the early aughts. Spoiler alert: it did not go well and Baird is not afraid to talk about it.