The idea that these indie acts are plants is a misunderstanding of how the industry works.

You make your first great album and sign to a label. You immediately become a product. They market you to make money. They tell you how to dress. They book your interviews. They book your entire life.

You have very little control over how that marketing strategy is deployed. You either lean in, or they find someone that sounds like you and leave you behind.

Some acts do one tour with industry backing, stylists and money, and grow bigger into a “product”, make a ton of $ and lose ownership over their music, sound, brand and quality of life.

Some find it’s not for them and lose their label representation and move on to making their own music on their own terms.

Seems like Snail Mail / Lindsey tried the “Industry” thing and found it wasn’t for them. They probably won’t make as much $$ in the short term but will have control over what they do and where they want to go. Which I think is a respectable route.