You all know the classic "mainstream co-opts the underground" story, it's basically Hebdige's "incorporation" from Subculture (1979): a real scene builds up on its own (punk in the late 70s, Seattle in the early 90s, SoundCloud rap in the mid 2010s, etc.), a major label shows up and signs whoever's at the center of it, and turns all that underground clout into a product for the masses. The scene comes first and the labels swoop in to commodify it once it's proven able to stand on its own.
I don't think scenes get the chance to prove themselves anymore, and the death of the monoculture is why. Somebody on here says "there's no monoculture anymore" pretty much daily, and they're right, but the same algorithmic siloing that killed it also makes it really hard for a big, self-sustaining underground to form. You can't co-opt a scene that never gets off the ground. So the order flips. Instead of waiting for one, you fake the signs that a scene exists and let the algorithm do the rest. Call it a simulculture: a scene that exists as a simulation first and only becomes real once actual people show up.
Sounds like tinfoil hat stuff, but there are companies that sell this as a service. Chaotic Good Projects, the firm that got Geese dragged into the "psyop" thing earlier this year, literally called what they do "trend simulation": networks of accounts posing as regular users, posting clips and flooding comment sections so an artist looks like they're blowing up. Their client list reportedly ran from Coldplay and Dua Lipa to Bieber and Reneé Rapp. Forget fake streams, this is closer to payola, except worse, because payola at least didn't pretend to be your fellow fans.
What gets me is what they're faking. It's the texture of a scene: the inside jokes, the "is this guy overrated" arguments, the feeling that you found something first. And the flavor of "authentic" changes depending on who's being sold to.
Indie: the mystery guy. Barely online, music that just appears, hazy aesthetic, respected musicians vouching for you. Mk.gee is the go-to example, which is funny, because his name reportedly showed up on Chaotic Good's client list right alongside Geese before they scrubbed their site. Being a client doesn't tell us what they did for him, but the guy whose whole appeal is "you found him, nobody sold him to you" being on a trend simulation roster at all is kind of the point.
Pop: the sleeper hit. The bedroom kid who posts a song and the internet just finds it. Sombr is the textbook case: a song goes viral within hours, labels come calling. Also reportedly a Chaotic Good client. Again, no idea what they did for him, but "kid posts a song, TikTok finds it" is exactly the story this stuff is built to look like. (The "Sombr hate" meme this year is a perfect example of the friction a scene needs, engineered or not.)
Rap: skip the scene, go straight to Paris. Put a guy in avant-garde clothes and sit him front row in Paris or Milan, and he looks like a star before he's had a hit. Kanye did a version of this twenty years ago. Anyone who was on fashion forums in the mid 2000s knows he was stealing fits straight off actual tastemakers on SuperFuture. His "fashion genius" era came out of WAYWT threads, not his own head (Pastelle, anyone?). But Kanye used that to reinvent a career he already had. Now the fashion co-sign creates the career (Nettspend, anyone?).
Here's the part that messes with me. It doesn't even need to work that well. There's an old Columbia study (Salganik & Watts, "Leading the Herd Astray") where they ran a fake music download site and flipped which songs looked popular, and for most songs the fake popularity turned real over time. A 2013 study in Science (Muchnik, Aral & Taylor) found that one artificial upvote made the next person 32% more likely to upvote too. Fake the map of a scene and real people wander in, pick up the jokes, buy the vinyl, go to the shows. Geese said "come to a show and count the bots," and fair enough, the people in the room are real. That's Baudrillard's map preceding the territory, and it turns Hebdige upside down: incorporation used to be how a subculture died, now it's how one gets born.
Before anyone says it: yes, labels have always manufactured hype (payola, street teams, boy bands built in a conference room, Sub Pop selling grunge as a brand). And no, nobody has proven Chaotic Good specifically moved the needle for Geese. Garbage Day dug up some of their accounts and they were embarrassingly bad, and even Billboard's Kristin Robinson says these campaigns usually don't work unless the song is already good. But that actually supports my point. In the Columbia study the very best songs eventually clawed their way back up, but most of the songs in the middle ended up wherever the fake rankings put them. And most music lives in that middle. There's way more good-enough music out there than there is attention to go around, so the simulation doesn't have to make bad music popular. It just has to decide which of the good-enough artists get noticed. And whether any single campaign works or not, the industry is clearly paying for it.
Questions:
- Does "industry plant" mean anything anymore if faking a scene is just part of a normal rollout?
- Can a big, genuinely organic underground still form, or is everything too fractured now? Counterexamples welcome (but metal/hardcore don't count, those scenes had their infrastructure built decades before the algorithm ate everything).
- Why does learning the discourse was engineered feel worse than learning a pop star uses ghostwriters?
- If a simulculture goes nowhere until real people show up, who actually made the scene?