Indie music has been invaded by fake fans and cynical viral campaigns​. Here’s how deep it all goes

The indie music scene is increasingly manipulated by marketing firms like Chaotic Good and Your Culture, which orchestrate viral campaigns and create the illusion of genuine fan engagement through paid influencers, raising questions about authenticity in the industry. Despite the prevalence of these tactics, their effectiveness in truly boosting an artist's popularity remains uncertain.

Source: Guardian Culture