Marketing Firm Played Key Role in Geese’s Rapid Rise

The Brooklyn-based indie rock band Geese gained rapid fame in late 2025 with their album ‘Getting Killed,’ selling out tours and appearing on high-profile platforms like Saturday Night Live and Coachella. Their sudden popularity sparked speculation that they were an ‘industry plant’ or part of a marketing psyop. In March 2026, digital marketing company Chaotic Good Projects confirmed on Billboard’s podcast that they used strategic social media campaigns to amplify the band’s reach. These campaigns involved creating networks of social media pages and using user-generated content to influence recommendation algorithms, though the company denies using bots to artificially inflate numbers. Co-founder Adam Tarsia stated that their approach focused on promoting genuine fan engagement rather than falsifying popularity. The revelation has ignited discussions about the ethics of algorithm-driven marketing in the music industry, particularly for indie artists. While some criticize such strategies as deceptive, others argue that these tactics are simply a modern extension of longstanding music promotion methods. Singer-songwriter Eliza McLamb, who highlighted Chaotic Good’s influence in a viral post, acknowledged the ethical questions but noted her willingness to use similar campaigns for her own music. Overall, the case of Geese illustrates the complex intersection of talent, marketing, and social media in shaping modern music success.