Songs in the Key of Lie

"Quite possibly the answer is the latter, in which case you've fallen prey to "trend simulation": the marketing tactic of paying people online to post opinions they don't necessarily hold, endorsing music they don't necessarily care about, so as to trick social-media algorithms-and users-into regarding a band as more popular than it really is."

"Spelman described music marketing as an "arms race" for "volume": "One artist hires us and we run 20 pages for them," he said. "Someone else will do 25." The firm has worked with established names such as Justin Bieber and Dua Lipa, new stars like Alex Warren and Sombr, and indie darlings including Mk.Gee and Oklou."

Short-form video platforms like TikTok and Instagram expose users to music through algorithmic recommendations, but this discovery process may be artificially manipulated. Marketing firms employ "trend simulation" tactics, paying people to post fake endorsements and opinions about music they don't genuinely support. Chaotic Good Projects, a prominent marketing firm, publicly revealed their ability to create viral moments by deploying hundreds of fake accounts to praise performances, control comment sections, and shape perceptions of artist popularity. This practice affects established artists like Justin Bieber and Dua Lipa as well as emerging musicians. The revelation sparked controversy among musicians and listeners who view the tactic as deceptive manipulation of both social media algorithms and consumer trust.

Read at The Atlantic