The controversy surrounding the rise in popularity of the band Geese, which has seen their popularity rise and mainstream attention, has been attributed to a fraudulent social media buzz around the band. Chaotic Good Projects, a new boutique digital marketing agency that creates user-generated content (UGC) and other marketing campaigns for musicians, is accused of engineering a campaign for Geese on TikTok to create an organic buzz and create an illusion of a fanbase for its clients. The company has also worked with artists such as Alex Warren, Zara Larsson, and Sombr, and artists already famous like Tame Impala, Coldplay, Justin Bieber, and Dua Lipa. These tactics have become a routine in the music industry, where social media campaigns are increasingly becoming more prevalent due to the use of artificial fan content on social media. The article and WIRED report suggest that these tactics may make some fans and smaller artists feel cheated.