A recent Billboard interview with Chaotic Good Projects founders revealed the digital marketing agency creates hundreds of fake fan accounts for musicians to manufacture virality. The company offers four services: narrative campaigns, user-generated content (UGC), fanpage management, and brands and media. Their client roster includes both internet sensations like Alex Warren and Sombr, as well as established artists like Dua Lipa, Shawn Mendes, and Justin Bieber.

What makes this particularly troubling is that Chaotic Good also works with critically acclaimed alternative artists like Geese, Cameron Winter, Dijon, and Mk.gee. The agency's narrative campaigns helped propel Cameron Winter's "Love Takes Miles" to success, with the song reaching over a million streams after being worked through their system. This blurring of lines between manufactured virality and genuine artistic discovery raises questions about authenticity in the streaming era.

Music industry executives have long sought ways to control fandom, viewing it as a "parasitic disease" that could spread virally with the right Patient Zero. The traditional gatekeepers of music discovery—radio, music blogs, even SNL performances—have been replaced by algorithmic platforms where TikTok trends and UGC campaigns drive success. While many of Chaotic Good's clients might have succeeded without their services, the normalization of fake accounts as "par for the course" in modern music marketing represents a troubling shift in how we discover and value music.