Music fans backlash over perceived fake buzz for bands

2 articles · Updated · The Guardian · May 5

The anger followed a podcast interview in which two marketing executives described how they generated buzz around acts including New York indie band Geese and frontman Cameron Winter.
Fans who had embraced Geese's rise, sold-out tours and year-end list success saw the remarks as evidence that supposedly organic enthusiasm had been manipulated by publicity tactics.
The episode has renewed scrutiny of how music marketers use aggressive promotion to cut through online noise, and why listeners react strongly when authenticity appears to be manufactured.

When does smart music marketing cross the line into outright fan deception?

Is faking online popularity now the only way for new musicians to succeed?