Music industry on brink of another “Disco Sucks” moment

The next ‘Disco Sucks’ moment in music culture may be on the horizon. As you scroll through social media platforms like TikTok or Instagram, you might stumble upon a video with a catchy tune in the background, and suddenly, the song feels ubiquitous, like a part of the current cultural moment. In these instances, there lies a question: Have you organically discovered new music, or have you unknowingly fallen victim to the music industry’s strategic marketing tactics? The advent of trend simulation, a marketing strategy where individuals are paid to post opinions about music to deceive algorithms and users into thinking a song is more popular than it truly is, has sparked controversy since Jesse Coren and Andrew Spelman of Chaotic Good Projects discussed their methods in a recent Billboard interview. They boasted about their ability to manipulate the digital landscape, boasting about how they can shape public perception around musicians—from established stars like Justin Bieber and Dua Lipa to emerging talents like Alex Warren and Sombr.

However, news of Chaotic Good’s practices has left many musicians and fans disheartened as they navigate through a digital world of fake opinions and sponsored endorsements. Vocal critic Eliza McLamb published a Substack post dissecting Chaotic Good’s influence, while Wired questioned the authenticity of the band Geese, a supposed product of the marketing firm’s strategic planning. Amidst the chaos, Coren nonchalantly remarked to Billboard that “everything on the internet is fake,” encapsulating the disillusionment that has permeated through various industries in the age of the digital revolution.

The rise of trend simulation is not an isolated incident but rather a progression of a long-standing cultural cycle that’s been fueled by the rise of social media platforms like TikTok. Authenticity in music has always been a topic of heated debate, with listeners often scrutinizing artists’ genuineness over commercial viability. The music industry’s attempt to manufacture trends and manipulate audiences’ perceptions marks a turning point in this ongoing tension between realness and artifice. As David Schiff noted in a 1993 article for The Atlantic, listeners have historically sought music that provides a genuine connection, untainted by marketing strategies and commercial interests. However, in a world saturated with marketing ploys and algorithmic manipulation, the concept of authenticity in music has become increasingly elusive.

Walter Benjamin’s famed theory on mechanical reproduction and art’s diminishing “aura” of originality sheds light on this issue. The mass distribution of music has eroded the sense of uniqueness that once defined artistic creations. In today’s digital landscape, music’s appeal is intricately linked to the social context and narrative that surrounds it, influencing listeners’ perceptions and preferences. From opera’s nineteenth-century clap machines to Tin Pan Alley’s promotional efforts, marketing has always played a pivotal role in shaping music consumption. However, when marketing tactics become too overt, music aficionados often rebel against the manufactured tastes, resulting in a shift towards authenticity and rawness.

The history of music is fraught with instances where marketing influences clashed with artistic integrity, leading to seismic shifts in cultural preferences and music trends. Just as Gustav Mahler revolutionized opera by banning applause machines, and Tin Pan Alley faced obsolescence in the wake of rock and roll’s ascendancy, the era of trend simulation might provoke a tectonic shift in the music industry’s landscape. If anything, this cultural moment necessitates a reevaluation of what authenticity truly means in the modern age of digital influence and algorithmic endorsements. As the line blurs between genuine artistic expression and commercial manipulation, the next ‘Disco Sucks’ moment might just be around the corner.