"“A big part of what we're doing is posting enough volume across enough accounts with enough impressions to try to simulate the idea that the song is trending or moving,” Spelman explains. After that happens, the artists' own posts also see higher engagement. The company uses an automated promotion system, which runs countless social media accounts across thousands of iPhones to make a song a hit."
"“There's a special name for music that's not produced by the big labels and that can't be easily squeezed into a genre: 'indie,' short for independent. Indie bands have an image of being authentic and non-commercial. Fans presume their favorite bands achieved their success through their great music and hard work alone.”"
"“The uproar began with an interview in Billboard magazine with Andrew Spelman and Jesse Coren heads of American marketing company Chaotic Good Projects, which represents Geese and Sombr. In it, the two spoke openly about how they help artists' hits go viral.”"
Indie music is often viewed as authentic and non-commercial, with fans assuming success comes mainly from quality and hard work. Viral hype around artists such as Geese and Sombr has been linked to social media manipulation. Marketing representatives describe posting large volumes across many accounts to simulate that a song is trending and moving. Automated promotion systems run on numerous devices and accounts to generate impressions and engagement. After initial simulated momentum, artists’ own posts receive higher interaction. Additional promotion can be triggered by major visibility moments, such as performances on Saturday Night Live, followed by repeated posting to amplify perceived impact. The approach is framed as a kick-start that helps songs gain attention they might not otherwise receive.
Read at www.dw.com
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