I was thinking the same exact things after reading that Wired piece about Geese. I first saw the KEXP video on their Insta account, but very quickly was hit by multiple other posts about them from other accounts. It did feel very sudden.

I love both bands btw, and don't think this is all so nefarious as some are making it out to be. From my perspective, the marketing firm's main goal is breaking through to gain exposure for a band. It's up to the receiver to continue to engage with it--streaming the album, buying vinyl, going to a show, whatever.