Why Your Favourite Band's Fans Might Not Be Real

There's a marketing agency that will build your band a small army of fan accounts for about a dollar per thousand views. They post the clips, they seed the captions, sometimes they write the comments underneath too. Until a Substack essay by the musician Eliza McLamb and a run of stories in Wired, New York Magazine and The Verge this May, most of us assumed - unlike MAGA and Reform supporters - the people posting about our favourite artists actually liked them. In this week's episode, recorded at the Shure Experience Centre in London, Sean is joined by returning guest Hanna Kahlert for a properly wide ranging mid-year check-in on where the music industry actually stands. It covers radio, playlists, spatial audio, AI, third spaces, and at some length, what's really behind the clipping campaigns turning fan accounts into an ad product. Hanna Kahlert is a senior social analyst at MIDiA Research, where she heads up the company's coverage on social media, cross-entertainment audience behaviour, the creator economy, and the platforms all of it lives on. She was our guest before Christmas talking about the year in tech, which makes her one of a very short list of returning guests on this podcast. However, MIDiA isn't her only hat. Hanna also mentors at Abbey Road Red, the studio's startup incubator, where she's currently working with founders building spatial audio for VR worlds and, more usefully for touring musicians, something like an Airbnb for recording studios. The conversation moves through Apple's rumoured smart glasses, why an AR filter over a headline slot might one day save a band three trucks of touring production, and why last year's poolside advert for Meta's camera glasses, endorsed awkwardly by Peggy Gou, has aged badly. This conversation also gets into how little has actually changed about the mechanics of a live show since Sean was a teenager, wireless guitars aside, and why a crowd full of phones sometimes means an artist is genuinely growing an audience and sometimes just means nobody real is in the room. The bulk of the episode is about the clipping economy: the marketing model behind fan accounts that turn out not to be run by fans at all. Sean and Hanna work through the Billboard interview with Chaotic Good that started it, Eliza McLamb's essay Fake Fans, and what it meant when that essay led to a month of think pieces asking whether the band Geese were, in the discourse's own phrase, an industry plant psyop. Hanna's own MIDiA research covers the same ground, and it's linked below. It also gets into third spaces, pubs, youth clubs, and Geoff Barrow's argument that five hundred million pounds would be better spent reopening youth clubs than almost anything else the industry could fund. It ends on why proper research, done slowly, might matter more to a working musician right now than any dashboard full of streaming data. The Drowned in Sound podcast is presented in partnership with Qobuz, the pioneering high-quality music streaming and download platform for music enthusiasts and audiophiles. Each week we curate playlists on Qobuz, featuring our favourite records, artists, and the themes we explore on the show. Visit https://drownedinsound.org/playlists/ to discover new music in rich Hi-Res lossless quality and start your 30-day free trial of Qobuz at https://qobuz.com/dis. Edited by: tell.studio (Phil, Louisa, Owen, Matt) Hanna Kahlert / MIDiA Research https://www.midiaresearch.com/analyst/hanna-kahlert Further reading MIDiA Research: Clipping campaigns, marketing's next move in a fragmented attention economy Eliza McLamb: Fake Fans Dazed: If Geese are a psy-op, so is everything else Eliza Hatch: Cheer Up Luv Recorded at The Shure Experience Centre, London. Sign up to the DiS newsletter: http://drownedinsound.org