"More of your friends genuinely did attend the festival last year or it could be because those acts, and 25 others including Fatboy Slim, Charli xcx and Doechii, paid a digital marketing agency that sent influencers and content creators to watch their sets and upload organic-looking clips to social media."
"An Instagram post from January boasts that the brand worked with 55% of the nominees of the most recent Brit awards. It has long been understood that political parties and A-list actors use social media platforms to create fake sentiment."
"Chaotic Good uses a variety of methods to manufacture a positive sentiment around an artist. There are narrative campaigns, designed to push a specific story or image, and they leverage social media to create buzz."
Last year's Glastonbury saw a rise in FOMO among fans, partly due to influencers promoting performances by artists like Overmono and Lorde. Agencies like Your Culture and Chaotic Good Projects are behind this trend, sending influencers to create organic-looking content. Your Culture has worked with a significant portion of Brit award nominees, while Chaotic Good specializes in TikTok marketing for emerging artists. This manipulation of online sentiment challenges the authenticity expected in indie music, revealing a shift in how music is marketed and perceived.
Read at www.theguardian.com
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