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Partly because, unlike Dua Lipa or some massive other star where we expect that some of their buzz is fate, you know, Frank Sinatra's publicist did famously pay fans to scream at his gigs, for instance.

When it comes to 20-something artists from Brooklyn, do people just expect a lot more or at least something that resembles so-called authenticity?

There's a disdain for the commercial element of it all, right?

Well, Shad, you have written a piece about the mechanics of this kind of secretive marketing campaign behind actually some of the biggest stars in music.

Can you tell me more about this company, Chaotic Good, who, as you said, have been at the centre of this geeks controversy?

And when it comes to how we see that on Instagram, whatever, or TikTok, are they paying influencers to post content?

Are they using the songs for like TikTok dances?

How does it actually look?

How does it work?

Right.

So how have Chaotic Good responded in light of all the backlash?

What have they done and said?

Right.

So all those artists that we could see before that they were working with, they don't mention them now?

Okay, so on the one hand, agencies like Chaotic Good will flood the zone with fan pages.

How do they use influencers?

But lots of bands make fantastic records that don't get anywhere, right?

They don't get that level of exposure.

So there is a little bit of A and a little bit of B.

Eamon Ford, welcome to Today In Focus.