{"id":10355,"date":"2026-04-29T10:34:19","date_gmt":"2026-04-29T10:34:19","guid":{"rendered":"https:\/\/culturalleft.org\/cl\/2026\/04\/29\/indie-music-has-been-invaded-by-fake-fans-and-cynical-viral-campaigns-heres-how-deep-it-all-goes-culture-the-guardian\/"},"modified":"2026-04-29T10:34:19","modified_gmt":"2026-04-29T10:34:19","slug":"indie-music-has-been-invaded-by-fake-fans-and-cynical-viral-campaigns-heres-how-deep-it-all-goes-culture-the-guardian","status":"publish","type":"post","link":"https:\/\/culturalleft.org\/cl\/2026\/04\/29\/indie-music-has-been-invaded-by-fake-fans-and-cynical-viral-campaigns-heres-how-deep-it-all-goes-culture-the-guardian\/","title":{"rendered":"Indie music has been invaded by fake fans and cynical viral campaigns\u200b. Here\u2019s how deep it all goes Culture | The Guardian"},"content":{"rendered":"

Companies such as Chaotic Good are confecting social media buzz to promote Geese, Oklou and other indie darlings. Industry insiders reveal how widespread the practice is \u2013 even if no-one is sure it actually works<\/p>\n

Did you get more fomo than usual from last year\u2019s Glastonbury? Did you see a video of Overmono or Lorde or Self Esteem that made you seethe with jealousy? That may have been because more of your friends genuinely did attend the festival last year \u2013 or it could be because those acts, and 25 others<\/a> 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.<\/p>\n

Take a quick look at Your Culture\u2019s Instagram page and you\u2019ll find that the boutique UK agency had a hand in disseminating some of 2025\u2019s most viral live music moments: the Last Dinner Party\u2019s raucous \u201cmedieval sleaze\u201d album launch party; Chappell Roan\u2019s headline set at Reading festival<\/a>. If you saw video from Calum Scott\u2019s surprise set at St Pancras International last year, or Alex Warren\u2019s outside Warren Street, it\u2019s likely because of Your Culture. An Instagram post from January<\/a> boasts that the brand \u201cworked with 55% of the nominees\u201d of the most recent Brit awards.<\/p>\n

Continue reading…<\/a>\u00a0<\/p>\n

Read More<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Companies such as Chaotic Good are confecting social media buzz to promote Geese, Oklou and other indie darlings. Industry insiders reveal how widespread the practice is \u2013 even if no-one is sure it actually works Did you get more fomo than usual from last year\u2019s Glastonbury? Did you see a video of Overmono or Lorde...<\/p>\n","protected":false},"author":1,"featured_media":10356,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10355","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"\nIndie music has been invaded by fake fans and cynical viral campaigns\u200b. 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