Photo: Mike Wall
In response to mounting criticism, marketing agency Chaotic Good Projects has removed extensive references to its promotional strategies from its website. The decision comes after co-founders Jesse Coren and Andrew Spelman acknowledged using vast networks of social media profiles to influence public perception and drive commercial results in a March interview with Billboard. These tactics included strategically planting comments and content designed to manipulate audience opinions, sparking a significant backlash from artists and fans alike.
The agency, which has worked with high-profile clients, reportedly scrubbed its site after scrutiny from a deep-dive conducted by artist Eliza McLamb. Notably, Chaotic Good had promoted “narrative campaigns” that could leverage manufactured online interactions to create a buzz around their clients. The removal of this content raised further questions about the authenticity of marketing practices in the music industry, particularly following revelations of their involvement with the rising Gen Z band Geese, among others.
While the firm’s strategies have been criticised as potentially undermining genuine fan engagement, some commentators have argued that such marketing techniques are simply part of the evolving landscape of the industry. Regardless, the negative attention has prompted Chaotic Good to re-evaluate its approach and messaging, as the gap between digital presence and live audience success continues to widen.
