The Rise of Geese: Marketing Strategies and Industry Plant Controversies

In late March 2023, Andrew Spelman and Jesse Coren, cofounders of the digital marketing firm Chaotic Good Projects, discussed their viral marketing strategies on Billboard’s On The Record podcast. Their approach involves creating networks of social media pages, primarily on TikTok, to enhance the visibility of artists' music through algorithmic manipulation. By embedding songs in videos and fabricating interactions—such as comments and burner accounts—Chaotic Good can significantly influence the discourse surrounding an artist, effectively pushing their music higher in platform rankings. Spelman described this method as “trend simulation,” emphasizing their capability to generate impressions and drive virality.

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Chaotic Good has confirmed its involvement in marketing campaigns for the band Geese, among others. Adam Tarsia, another cofounder, stated that the agency helped distribute performance clips and interviews on TikTok, asserting their genuine fandom for Geese since the release of their 2021 project, *Projector*. This revelation has sparked discussions about the ethical implications of such marketing practices, particularly in relation to the concept of "industry plants."

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The marketing tactics employed by Chaotic Good have led to scrutiny regarding the authenticity of Geese's rise in popularity. A viral Substack post by singer-songwriter Eliza McLamb highlighted the connections between Geese and Chaotic Good, raising questions about the ethics of artificially inflating an artist's public perception. McLamb's critique encapsulated the sentiment that while Chaotic Good can create a favorable narrative, it also risks undermining genuine fan engagement. She noted, “If 100 people think your song sucks, Chaotic Good will create 200 people who think your song is awesome.”

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In response to the growing discourse, Chaotic Good has acknowledged the inevitable scrutiny that comes with their marketing strategies. Tarsia emphasized their long-standing appreciation for Geese's music, suggesting that their campaigns are not solely about manipulation but also about fostering genuine interest in the artists they promote.

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Critics of Chaotic Good's methods argue that such marketing strategies can mislead audiences about an artist's organic growth and authenticity. The notion of "industry plants"—artists who are perceived to be artificially promoted by industry insiders—has gained traction, with some fans expressing concern that the integrity of music discovery is compromised when marketing tactics overshadow genuine talent.

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While Chaotic Good maintains that their campaigns are rooted in a genuine appreciation for the artists, the ethical implications of their practices remain contested. There is a lack of consensus on whether such marketing strategies ultimately benefit or harm the music industry and its artists.

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• “We know how to go viral. We have thousands of pages.” — Andrew Spelman, Co-founder, Chaotic Good Projects

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• “If 100 people think your song sucks, Chaotic Good will create 200 people who think your song is awesome.” — Eliza McLamb, Singer-songwriter

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The intersection of innovative marketing and ethical considerations continues to shape the discourse around emerging artists like Geese, as the music industry grapples with the implications of digital manipulation in an era dominated by social media.

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