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20 years later, Nintendo's weird RPG Mother 3 remains the greatest game never sold

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Today it’s taken for granted that almost every major video game will eventually get a worldwide release, but this wasn’t always the norm. Before the mid-to-late-’00s, it often took years for games made in Japan to reach other regions, if ever. There’s still a long list of seminal, medium-influencing titles that never made the leap: Most of the first five Fire Emblems, Boku No Natsu Yasumi, King’s Field, and Tokimeki Memorial are missing links in the West, causing misunderstandings about what qualifies as a “dating sim,” and other goofy misnomers, to this day. Then there’s Mother 3, a game whose lack of a localization is so infamous that its phantom re-release exists alongside other legendary non-projects, like Half-Life 3 and a Bloodborne PC port (congrats to Silksong for finally graduating from this list).

Mother 3 was released in Japan 20 years ago today, at a time when localization was increasingly seen as a given for big games by high-profile publishers like Nintendo. This is one of many reasons fans remain confused about the game’s neglect. Earthbound (known as Mother 2 in Japan) came out in the States more than a decade prior, with that game’s protagonist Ness becoming a bit of a household name thanks to his inclusion in Super Smash Bros. Given that Mother 3 sold well in Japan, it seems all the more confounding why Nintendo refused to give Lucas’ debut the full attention it deserved. Sure, there were justifiable reasons for the suits’ disinterest in 2006, but things have changed since then.

The main difference is that in the years since its release, Mother 3’s reputation has grown tremendously. This is mostly because it is a very good video game. It carries on the weirdo appeal of its predecessors, lightly parodying RPG tropes as it skips over stock high fantasy and sci-fi milieus for a near-present America. Set in Tazmily Village, the story cycles between a big cast of characters with intertwining journeys, a bit like the Square Enix classic Live A Live (which recently received its first official worldwide release; take notes, Nintendo). As these locals face off against the Pigmask Army and other threats, there’s a surprisingly sharp pull towards tragedy alongside a willingness to meaningfully engage with weighty topics. This town is basically a moneyless commune, and series creator Shigesato Itoi’s script doesn’t miss opportunities to critique and satirize capitalism. Beyond this, the cast spends much of the game battling fascist monsters hellbent on destroying the natural world. Even with its heavier moments, a lot of the charm lies in its sudden, unpredictable changes in direction, as you battle a sentient jar of strawberry jam or an angry walking tree. Mother 3’s turn-based battles may be a bit straightforward, but its fusion of humor, thoughtful writing, and sheer charisma gives it a unique flavor compared to its spiritual successors, such as Undertale and Omori. It holds up exceptionally well.

So why didn’t Nintendo put it out everywhere? Admittedly, it made a bit of sense at the time,  from a blood-sucking business perspective, anyway. For starters, the game went through costly development hell. Even though it was produced by Shigeru Miyamoto and Satoru Iwata and developed by many of the same people who worked on Earthbound, including Shigesato Itoi, it went through a tortured 12-year development cycle as the team struggled to create something for the N64 and the system’s doomed 64DD add-on. The project was eventually canceled. Years later, it was revitalized at the Nintendo subsidiary Brownie Brown, which released the game at the tail end of the GBA’s lifecycle (the Nintendo DS had been out for nearly two years by then). The fact that it came out at all was a small miracle.

In an interview with Bloomberg, former Nintendo of America president Reggie Fils-Aimé said that the game wasn’t localized at the time because the company had already focused all its resources toward the DS. It likely didn’t help the calculus that Earthbound had been a major flop when it was first released in America in the ’90s due to some combination of questionable marketing, its hefty price tag (it was sold in a mandatory bundle with the strategy guide), and turn-based RPGs being more niche in the U.S. at the time. While Earthbound slowly built up a reputation outside of Japan in the years afterward, this initial failure, combined with Mother 3’s troubled development, contributed to Nintendo’s decision.

It’s a valid business explanation for that era (even if it leaves the game’s artistic value out of the equation), but one that doesn’t answer why Nintendo still refuses to localize the game in 2026. There’s arguably a larger audience for Mother 3 today than there was 20 years ago. Games inspired by Mother, like Undertale and Omori, have become extremely popular, proving there’s interest in this specific style of quirky RPG while also cultivating an audience that may not have been interested in Mother 3 until they heard about it through these related fandoms. If the game finally got its global release, social media, YouTubers, and Toby Fox would positively lose it; as Silksong’s popularity can attest, being a meme helps.

A major factor in Nintendo’s reluctance could be that Mother 3 already has an unofficial fan translation, meaning those who wanted to play the game in English may have already done so. In reality, though, only a small percentage of people are willing to go through the steps to make this work (even if it’s pretty easy to do). Regardless of those barriers, apparently over 100,000 people downloaded the fan translation in the first week alone. While there are definitely elements of the game that have aged a bit poorly, like its stereotypical portrayal of gender-nonconforming characters, the core thematic arguments in Itoi’s story have only grown more relevant with time: Climate change, right-wing strongmen, and wealth inequality are familiar headlines.

Sure, there are notable barriers from Nintendo’s side. According to a Reddit user who claims to be Doctor Fedora, a member of Mother 3’s unofficial translation team, it would take significant effort to make the game display English-language text because of how it was coded. But the Reddit post also mentions how the fan translation team had offered to legally hand over their localization of the game to Nintendo, something that Itoi acknowledged in the documentary Earthbound, USA. Itoi said that while he personally wanted Nintendo to finally localize the game, the company declined the fan translation offer because “it wasn’t quite as simple as that.” Even if it’s true that putting out the existing translation would be dubious for one reason or another, the fact that the company is sitting on a game that’s been hyped for 20 years, one that speaks to the moment in all its pixel art-infused, fascist-punching glory, justifies the endless calls for its re-release. Two decades and counting, complaining about Mother 3’s non-existent localization unfortunately remains timeless. 



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Trump Administration Begins Refunding $166 Billion In Tariffs

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"After a Supreme Court of the United States ruling in Feb. 2026, many tariffs imposed by the Trump administration were declared illegal because the president overstepped his authority," writes Slashdot reader hcs_$reboot. "As a result, the U.S. government now has to refund a massive amount of money, around $160-170+ billion, paid mainly by importers." According to the New York Times, the administration has now begun accepting refund requests, "surrendering its prized source of revenue -- plus interest." From the report: For some U.S. businesses, the highly anticipated refunds could be substantial, offering critical if belated financial relief. Tariffs are taxes on imports, so the president's trade policies have served as a great burden for companies that rely on foreign goods. Many have had to choose whether to absorb the duties, cut other costs or pass on the expenses to consumers. By Monday morning, those companies can begin to submit documentation to the government to recover what they paid in illegal tariffs. In a sign of the demand, more than 3,000 businesses, including FedEx and Costco, have already sued the Trump administration in a bid to secure their refunds, with some cases filed even before the Supreme Court's ruling. But only the entities that officially paid the tariffs are eligible to recover that money. That means that the fuller universe of people affected by Mr. Trump's policies -- including millions of Americans who paid higher prices for the products they bought -- are not able to apply for direct relief. The extent to which consumers realize any gain hinges on whether businesses share the proceeds, something that few have publicly committed to do. Some have started to band together in class-action lawsuits in the hopes of receiving a payout. Many business owners said they weren't sure how easy the tariff refund process would be, particularly given Mr. Trump's stated opposition to returning the money. The administration has suggested that it may be months before companies see any money. Adding to the uncertainty, the White House has declined to say if it might still try to return to court in a bid to halt some or all of the refunds. The money will mostly go to importers and companies, since they were the ones that directly paid the tariffs. While individual refunds with interest could take around 60 to 90 days to process, the overall effort will probably move much more slowly because of how large and complicated it will be. There are also legal questions around whether companies would have to pass any of that money on to consumers. Slashdot reader AmiMoJo commented: "This is perhaps the biggest transfer of wealth in American history. Most of those companies will just pocket the refund and not pass any of it on to the consumer. If prices go down at all, they won't be back to pre-tariff levels. You paid the tariffs, but you ain't getting the refund."

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There’s a riot still goin’ on: 30 years of Evil Empire

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Two notes. Two notes that hit like a freight train hurled by a tornado. Two notes that blew out stereos across America, made radio DJs quake in fear, and created a new generation of guitar heroes. Fuck a molotov, it was a city-wide riot condensed into four minutes. “Bulls on Parade” was incendiary. Rage Against the Machine was incendiary. The most fearsome and feared band in rock crammed all its volatility into one song. Rage reveled in their greatest strengths while revealing what would eventually tear them apart.

Rage came together over a shared love of Public Enemy, Brit-punk, and hyper-leftist anger. Their 19992 debut was revolutionary in sound and politics. It was also messy energy from a bunch of twenty-somethings funneling all their fury into ten songs. Unexpected hit “Killing in the Name” was released the same year as Body Count’s “Cop Killer.” Together, they inspired a sharp, swift turn in rock music’s larger consciousness, urging listeners to become politically brutal and suspicious of power.

The band refused to tone down its fervor between albums. Their second record, Evil Empire, was released 30 years ago this week, and it began with a call for all colonized people to take up arms. Over a riff that sounds like Tom Morello is winding zip-ties around his guitar, Zack de la Rocha roars, “That vulture came to try and steal your name but now you got a gun / And this is for the people of the sun,” comparing the pillaging of Latin American empires by Spanish Conquistadors to cops terrorizing minority communities in Los Angeles. It’s an apt and disturbing comparison, the riots still looming over Los Angeles in 1996.

Morello claimed Evil Empire was the “middle ground between Public Enemy and the Clash.” There’s nary a touch of the latter’s punk rock but plenty of their political ideology. The bands that held sonic commonalities with Evil Empire were the gnarliest parts of the ‘80s DC scene. Bad Brains was the obvious comparison, but the beautiful thrashing of Rites of Spring was also encoded in Rage’s DNA. Though de la Rocha, Morello, and co. helped create a new sub-genre of metal, their closest peer in ethos and technicality was Fugazi. Tim Commerford’s bass interlocked with Brad Wilk’s drums with the same rubbery heft that propelled the D.C. post-hardcore band’s “Waiting Room” into a punk classic in 1988.

Imitation is the sincerest form of flattery that mediocrity can pay to greatness. And a whole sea of mediocrity flattered Wilk and Commerford over the next decade. Rage, at its best, sounded like Helmet covering the Meters. Limp Bizkit attempted to capture the same dense osmium bounce that structured the backbone of every Rage song. But Wilk was too creative to be directly copied. Morello’s shift to the hyper-textural lets Commerford’s bass have plenty of leg room, taking up the melodic center of Evil Empire. The slinky growl he achieves on “Without a Face” remarkably replicates the grit in de la Rocha’s voice when they both snarl. And the thunder Wilk and Commerford bring to “Vietnow” sounds like tectonic plates shifting below Morello and de la Rocha. The whole band surfs the earthquake that roils through the song.

It’s a mistake to say Rage Against the Machine was a rock band backing an emcee. The bass on “Without a Face” nods to Ice-T’s “Colors,” the tea kettle whistle Morello produces on “Wind Below” quotes Public Enemy’s “Rebel Without a Pause,” and the guitarist slathers G-Funk squealing over “Down Rodeo.” de la Rocha has always been considered a brilliant frontman and vocalist, his street-preacher charisma and steely gaze underpinning the emotional impact of Evil Empire. But as a rapper, he’s deeply underrated.

On Rage’s covers-only album Renegades, de la Rocha reaffirmed his love of Rakim and KRS One. On Evil Empire he flexed both deliveries: Rakim’s understated danger and KRS One’s booming threats. The hazy psychedelia of “Revolver” could be mistaken for Soundgarden if it wasn’t for de la Rocha’s soft voice, which never diminishes the menacing tone. He surveys the wreckage of domestic abuse in the verses, vocals floating atop Morello’s trembling guitar. Then the song tears itself asunder when de la Rocha screams violent revenge: “Hey revolver, don’t mothers make good fathers?” He shrieks when the trigger is pulled, signaled by Wilk’s snare hitting like God’s Smith & Wesson. It’s de la Rocha’s call for revolution in the micro. The solution for domestic fascists is the same for autocratic governments.   

de la Rocha shows astounding range across Evil Empire; his quaking delivery on “Snakecharmer,” the strutting, incandescent charisma of “Down Rodeo,” and the most straightforward rap of his career on “Roll Right” were all natural and welcome evolutions from Rage’s self-titled debut. “The jura got my number on a wire tap / ‘Cause I jack for Similac, fuck a Cadillac,” he raps on “Born Without a Face,” relishing the click of every consonant slipping through his teeth.

Morello, already turning himself into a guitar iconoclast, went tortured and warped his instrument. The famed “wah-wah” record scratch on “Bulls on Parade” and the otherworldly spectrograph solo on “Without a Face” made a whole generation of metalheads realize the pedal board could be a weapon. Morello would go farther on Rage’s next album 1999’s The Battle of Los Angeles with the hallucinatory lead of “Maria” and the howling maelstrom of “Testify,” but Evil Empire hit the sweet spot between Bomb Squad production replicas and steely riffs. “Tire Me” has Rage leaning back into its post-hardcore roots, a ferocious, entwining guitar-bass lead running ragged under de la Rocha screaming, “We’re already dead!”

Rage Against the Machine’s debut was the sound of young radicals taking a sledgehammer to the foundations of the conservative world. Evil Empire was more focused. It was meaner, sleeker; the anger simmers before exploding. The CD booklet featured pictures of what we can assume was de la Rocha’s reading list, from Mumia Abu-Jamal’s memoir Live from Death Row to James Baldwin’s Another Country. Even the album covers signaled a change: Rage Against the Machine showed Vietnamese monk Thích Quảng Đức self-immolating in protest of Buddhist repression in the 1960s. Meanwhile, Evil Empire is adorned with an illustration of a fake superhero with a self-assured smile verging on a smirk, taking aim at America’s own mythos and self-hero worship.

“The title actually came from a speech by Ronald Reagan in the 1980s, and he addressed the Soviet Union as the ‘evil empire.’ If you look at the atrocities committed by the U.S. in the latter half of the 20th century, we feel that tag could be easily used to describe the U.S,” said de la Rocha, succinctly surmising 40 years of conservative political platforms in two lines: “Rally around the family / With a pocket full of shells.”

Left-wing politics point out the hypocrisy of the right and stop there, expecting a reward. The thing is, fascism is inherently full of paradoxes; laws that protect the powerful do not bind, while laws for the poor bind but do not protect. Rage Against the Machine would attack the lies of a post-Reagan world. But that was just the first step. On the astonishingly prescient “Vietnow,” de la Rocha raps, “The transmissions whippin’ our backs / Yeah, comin’ down like bats from Stacey Koon,” tying the rantings of Rush Limbaugh to the beating of Rodney King. Conservative talk radio stations were the backbone of right-wing politicking in the ‘90s, paving the way for Fox News to become kingmakers. As de la Rocha puts it, “Fear is your only god!” But he doesn’t come without a remedy for the problem: “a tune with a bullet, to shut down the devil sound!”

“Vietnow” encapsulates what separates Rage from nu-metal dipshits. Limp Bizkit used their platform to complain about other bands on MTV. Rage looked at the man behind the throne, reminding us that no one is immune to propaganda. And, in the modern era of bot farming and influencer culture, “Vietnow”’s central message of not trusting the voice whispering fear into your ear is more important than ever. Nu-metal bands mistook the righteous anger of a well-read, multi-cultural band as the childish thrashing of “fuck you, you’re not my real dad!” Is there any comparison between Fred Durst coughing up “infredible” and de la Rocha rapping “My stories shock ya like Ellison / Mainline adrenaline / Gaza to Tiananmen”?

You can blame knuckleheads like VP flop Paul Ryan for not listening to Rage Against the Machine’s lyrics, but it’s rare to find art this political and this fun. de la Rocha never sounds preachy. He comes bearing gifts: a hand in solidarity, or a lit molotov. There’s a swagger to every second of Evil Empire. “Bulls on Parade” ended up being their biggest song next to “Killing in the Name.” Despite its deconstruction of the military industrial complex, the groove and confidence were so undeniable that rock radio started programming it. Morello’s vinyl-scratch solo would blow minds then and again ten years later on Guitar Hero III. 

“Bulls on Parade” was, and is, an utterly mind-warping display of creativity. It’s a middle finger to the sanctity of rock guitar. It was also exactly what rock music needed in 1996, as the sludgy wave of re-fried grunge acts were becoming radio staples. “The microphone explodes, shattering the molds / Either drop the hits like de la O, or get the fuck off the commode,” sneers de la Rocha, at once referencing himself, Mexican revolutionary Genovevo de la O, and De la Soul before moving onto the “cannibal animal” of the Pentagon. He’s not dour or lecturing. He’s got time to flex some lyrical muscle and enjoy himself. And why shouldn’t he? This was the best two-note kickoff since Gang of Four’s “Damaged Goods.” With Wilk commanding thunderclaps on his crash cymbal and the Richter scale crunch of Morello and Commerford, Rage created an iconic intro. 

But there’s a secret to Evil Empire. “Bulls on Parade” isn’t its best song. That honor goes to “Down Rodeo,” which features the greatest opening lyric of the 1990s: “Yeah, I’m rollin’ down Rodeo with a shotgun / These people ain’t seen a brown-skinned man / Since their grandparents bought one.” Vibrant bursts of shuddering guitars make an inverted Death Wish paradigm. Instead of porcelain-white Charles Bronson getting a tidy reason to destroy Black and Brown bodies, de la Rocha leads a class revolt in Beverly Hills. “Can’t waste a day when the night brings a hearse / So make a move and plead the fifth ’cause ya can’t plead the first,” he commands, as the chorus enters a flow state of menace and funk. The song ruptures into volcanic rage and de la Rocha enters the same inner fury he found on “Freedom.” He screeches like a god of vengeance. 

Rage Against the Machine was a band that could only be sustained by angry young men. One more full length, a covers album, then de la Rocha dipped. Morello recalled, “We would even have fist fights over whether our T-shirts should be mauve or camouflaged! It was ridiculous. We were patently political, internally combustible. It was ugly for a long time.” After the breakup, every member of Rage took strange paths: Audioslave, Prophets of Rage, Street Sweeper Social Club, Morello’s solo turn into folk protest by way of Springsteen. de la Rocha would appear suddenly, like a desert mystic carrying a new tablet transcribed from God. His sermons came alive on 2008’s deeply underrated synth-punk transmission One Day as a Lion and the dystopian, El-P-produced banger “diggin’ for windows” eight years later.

In the wake of dozens of chowderhead copycats, Rage’s legacy looks strange. Jay-Z’s Black Album and cash grab/collab with Linkin Park made rap-rock more popular, but it’s hard to imagine a figure more diametrically opposed to Rage, as Jay became a billionaire and gleefully evolved from a businessman to a business comma man. The true punk torchbearers weren’t to be found in postering mooks who were safe enough for Clear Channel to play after they banned Rage from radio. The most immediate comparison is System of a Down, whose hyper-literate, hyper-political Toxicity would be impossible without Evil Empire. Equally, the cold, paranoid empire El-P created with label Def Jux was flush with Rage’s influence. His own “Request Denied” and Aesop Rock’s “ZZZ Top” were mutated versions of rap rock. El-P even ruefully admitted that he, rap’s sci-fi king, had been beaten to the brilliant line “Phillip AK Dickin’ you / With clips in the bottom” by de la Rocha when Rage’s frontman appeared on Run the Jewels 2.

From Saul Williams to Death Grips to Denzel Curry (who did his own ferocious version of “Bulls on Parade”), Rage acted as a north star for rappers who grew up in punk scenes, wanting to create mosh pits rather than bops. And Armand Hammer, the best, most vicious rap duo of the last decade, has a slew of tracks that dance on the edge of rap rock, fusing industrial basslines with memories of African communist revolutions. billy woods’ own “Crocodile Tears” could’ve closed Evil Empire. His fluid mix of political theory and punchlines makes him de la Rocha’s greatest disciple. “N***a had the nerve to say / “You can’t take it with you” / Fuck would I want with any of this shit? / Dummy!” is as easy to hear in de la Rocha’s growl as woods’ sardonic rap.

Evil Empire is cyclical. Closing on “Year of Tha Boomerang,” de la Rocha’s last words are “now it’s upon you.” Let the boomerang come back and you wind up at “People of the Sun,” de la Rocha again prophesying “it’s coming back around again.” There’s a cynical way to read these dispatches. Humans create their own hell, shackled to our mistakes, ego, and greed. The battle for freedom never ends due to our own actions. But in Rage Against the Machine’s fiery world, it’s a call to action and a self-affirming screed. The fight never ends because every battle is the same battle. From the domestic abuse victims to riots spilling into the streets, none of us are free until all of us are free.

Nathan Stevens is a musician, archivist, and podcaster whose work has appeared in Spectrum Culture, Stereogum, and Popmatters. He currently runs the music interview website Woodhouse.

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Disney just laid off the team responsible for giving the MCU its shared visual identity

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Disney announced big layoffs earlier this week, reporting that roughly 1,000 employees across the company had just had their jobs eliminated. While the cuts were company-wide, reports from Forbes suggested that one of the biggest branches hit was Marvel Studios, which lost staffers across the board—but which suffered especially harsh cuts to its famed visual development team. (I.e., the Kevin Feige-assembled crew responsible for designing the overall look of the Marvel Cinematic Universe.) Almost the entire department was reportedly eliminated in the new cuts, which came as new CEO Josh D’Amaro took over his position in the wake of the Second Leaving of Disney corporate messiah Bob Iger. Today, Polygon has a new report diving a bit deeper into what the visual development team did that was such a big deal, as well as probing some anonymous sources as to why it might have been targeted for skeleton-crew-ification.

For the unfamiliar, visual development was one of Feige’s big ideas for making sure the Marvel movies had a cohesive look: The dozen-plus artists on the team were typically the first ones to take a crack at characters being introduced to the MCU, before passing them off to the staffs working on individual films. That included designing looks, costumes, and even specific shots for movies—often inspired by their collective love of the original Marvel Comics. (One anonymous visual development staffer who’s quoted in the Polygon piece—and who pushes pretty hard on the idea that individual departments were not always wild about having this kind of vision imposed on them from above—noted that visual development’s goals were often counter to the instincts of film industry folks who “try and run away from” the look of the original comics.) Besides creating some of the films’ most iconic visuals—the big “Avengers Assemble” pose shot from near the end of The Avengers apparently had its start as a piece of visual development concept art—the group was also responsible for making sure MCU films were able to slot together in a way where no one character looked just wildly out of place with the rest when the inevitable (and lucrative) crossovers occurred.

As to why the department was cut, there are a few different theories levied, ranging from studio politics to worries about AI bleeding into the workflow. (One staffer claims, without naming names, that individual Marvel film teams are already using AI to develop visuals for their movies—even if nothing generated has made it into any final shots.) The most plausible answer, though, is one of the most prosaic and depressing: Disney just doesn’t want to have that many full-time artists on staff any more, and would rather lay these people off and then hire them back as freelancers on a film-by-film basis. (The report notes that visual development was expanded as a standalone department when Marvel was making its big push into TV a few years back; the pivot away from that development probably didn’t help their case.) Given the timelines these movies film under—and how early visual development was involved in planning for new films—it’ll probably be at least a few years before the effects of the cuts will filter into theaters. But it’ll be interesting to see if Marvel can hold to its own visual language without the team that helped to craft it being immediately on hand.



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Amazon's New Fire TV Sticks No Longer Support Sideloading

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Amazon's newest Fire TV Sticks are dropping support for normal sideloading, blocking apps from outside the Amazon Appstore unless the device is registered with developers. Cord Cutters News reports: This week, Amazon announced the upcoming launch of a new Fire TV Stick HD. The new model will run on Amazon's Vega OS, rather than Android, so most streaming apps will be supported, but users won't be add third party apps. Now, on the product page to preorder the new Fire Stick, some Amazon customers are getting a message warning them that the new model won't allow sideloading. Interestingly, not all customers are getting the message, whether signed in to an Amazon account or not. The message, shown in a screenshot below, says: "For enhanced security, this device prevents sideloading or installing apps from unknown sources. Only apps from the Amazon Appstore are available for download." [...] The Fire TV Stick Select, announced in September 2025, also runs on Vega and some customers will see the same message about sideloading on that product page. [...] While Amazon continues to be a "multi-OS company," we should expect that future Fire TV models will also be built with Vega OS, limiting the apps users can access with their streaming devices to those from the Amazon Appstore.

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Congratulations, you discovered digital marketing

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Last weekend, I watched the livestream of Geese’s Coachella set from the comfort of my home, delighted when they busted out their fan-favorite cover of Justin Bieber’s “Baby” in the middle of 3D Country opener “2122” (it’s become a tradition for the band to cover another song, or a part of another song, during “2122”’s breakdown). The “Baby” cover was presumably in honor of Justin Bieber, who was headlining that same night. 

That bubbly pop song about young love isn’t all that links Bieber and Geese. These two artists are both clients of the digital marketing agency Chaotic Good. I learned this sometime in the past two weeks, in the same way many did—from a now-viral Substack essay by musician and cultural critic Eliza McLamb. She broke down the main four services that Chaotic Good offers to clients: narrative campaigns, user-generated content, fan pages, and brands and media—all with the goal of generating virality via decentralized, non-marketing-marketing. 

Chaotic Good has since wiped their client list and “narrative campaign” section from their website. In the wake of this essay’s virality, the shock and outrage seemed to coalesce not around Chaotic Good or their mission or even their clients en masse—the target of most of this vitriol was Geese frontman Cameron Winter. 

On April 14, Wired published an essay by John Semley titled “The Fanfare Around the Band Geese Actually Was a Psyop,” in which Semley highlighted the “back-room machinations” responsible for Geese’s success—the “back-room machinations” in question being…a marketing budget from one of the most reputable independent record labels on the planet. If a decent marketing campaign is what passes for a “psyop” these days, all your favorite artists are Contras. 

Pop stars like Alex Warren and Sombr are—or at least, at the time McLamb published her essay, were—on Chaotic Good’s roster, but these are major label artists whose reputations in the public eye are already entirely commercial. A contract with a marketing agency responsible for flooding comment sections, running meme pages, and generating faux-viral trends is not incongruous with the public’s perception of these artists. Terms like “indie” and “alternative” mean next to nothing in the streaming age—Sombr’s songs might appear on Spotify playlists with titles like “Indie Vibes,” but in terms of his artistry and career machinations, he is not out of the mainstream by any stretch of the imagination.

Going by the most basic of definitions, Geese and Cameron Winter are both signed to Partisan Records, an independent label, making them “indie” artists. Going beyond this into a more amorphous, “vibes-based” definition: Geese and Cameron Winter’s music generally does not have a poppy or commercial sound. Geese met as kids and spent their teen years playing together in basements. The musical influences they cite are ones that suggest years of deep crate-digging. They had somewhat mainstream breakthroughs with 2025’s Getting Killed and 2024’s Heavy Metal respectively, but prior to that they had been steadily working their way up, touring with critically-established legacy bands like Vampire Weekend and King Gizzard & The Lizard Wizard and releasing their first two albums to respectable acclaim but nowhere near the discourse-dominating success of a record like Getting Killed. In interviews, Winter and his bandmates come off as a ragtag gang of shy, quirky kids. In terms of streaming metrics, their listenership is just shy of 2 million monthly streams—extremely successful by indie standards but nowhere near the Sombrs and Alex Warrens of the world, who boast numbers in the 50 million range. 

To the layperson, Geese’s ethos might seem incompatible with the mission of an agency like Chaotic Good. Partnering with an agency whose purpose is to make artists go viral could never be a strike against Sombr or Alex Warren, because authenticity was never a hallmark of their music or public personas (and said music and public personas were never all that interesting to begin with). As Semley himself notes, “there is sometimes a naive hope that ‘indie artists’ should be held to a different—perhaps higher—standard. Nobody minds when major label pop stars do this sort of thing. It’s expected.”

I’d estimate that I get anywhere between one and two hundred music-related PR emails every day, mostly from artists with a fraction of the critical attention and publicity budget as a band like Geese. Aside from the small percentage of these that come from artists reaching out to me directly, every single one of those emails is in my inbox because an artist paid for it to be there. Every press release I get, every mailing list I’m added to, all of it is the result of an artist or their label paying someone to promote their music. Because it is my job to sift through these PR emails and pick which projects to write about, I know that I’m being marketed to. Outreach to the music press is allowed, nay, designed to be overt in its intentions. Outreach that engages with fans directly is an entirely different game. As McLamb wrote in her essay, “SNL performances and favorable Pitchfork reviews don’t move the needle—TikToks about these things do.” 

If you’re specializing in direct engagement with fans (as Chaotic Good does), the objective is to market to audiences without them knowing they’re being marketed to—to make it seem like you’re one of them. I spoke with a digital marketing coordinator for a third-party agency similar to Chaotic Good who asked to remain anonymous; we’ll call her Sophia. She has worked on marketing campaigns involving both official and unofficial fan accounts specializing in audience-facing promotion. “If the copywriting sounds like promo, you’ve failed at the job,” Sophia says. In order to get the tone right, Sophia studies other fans’ posting styles. 

“Let’s say, hypothetically, I’m running an unofficial fan account on behalf of someone like PinkPantheress or GloRilla,” she explains. “If their team asks me to post about new merch, I can’t just say, ‘PinkPantheress just released new merch out now at [LINK].’ I’d have to react the way a fan would, so instead I’d write something like, ‘omg i neeeeeed that crewneck.’”

Sophia also notes the importance of caution when sourcing assets for content meant to appear fan-made. She points to a Sombr “fan account” that was routinely posting exclusive behind-the-scenes footage “that only somebody from his team would have, not some rando running a fan account in Idaho or wherever.” 

The frequency with which artists use these services varies greatly. Geese and other Chaotic Good clients who boast a similar critical caliber and fanbase size—artists like Dijon, Jane Remover, and Oklou—might work with these agencies on one or two campaigns pegged to something like an SNL or Tiny Desk performance, whereas an artist with a bigger budget and audience might have a more all-encompassing approach (Sophia alleges that the in-house publicity team at Atlantic Records runs “no fewer than 30 accounts on Alex Warren’s behalf.”). 

For mainstream pop stars, Sophia says that “one account is just simply not enough… you need to flood the algorithm via multiple channels or you’re just not gonna be noticed in the digital ecosystem and your music’s not gonna be picked up. It’s just as important nowadays as running radio campaigns was back in the day.” 

Publicity and marketing have been an aspect of the music industry for as long as recorded music has existed. It’s the avenues for these things that have changed. In the present day, sending an artist’s album to a music critic or a radio station is not as impactful a tactic as mass-producing memes, comments, and graphics that mimic the language and aesthetics of fan culture. What’s happened as a result of this—or perhaps vice versa; it’s a bit of a chicken-and-egg situation—is this feedback loop in which fans are posting like marketing coordinators and marketing coordinators are posting like fans. A 17-year-old running a stan account might post about the new Taylor Swift album breaking a streaming record. A 32-year-old marketing coordinator might post that the new Taylor Swift album saved their life. 

Something else I’ve noticed about the ever-evolving rhetoric of online fandom: it is no longer enough to dislike a work of music based on its artistic merit; you have to morally justify your distaste. Music you don’t like can never just be stupid or boring or irritating, it has to be problematic. If you dislike an artist, it has to be because they are a bad person harboring some type of societal evil. The Chaotic Good debacle granted those who already disliked Geese’s music a moral high ground—they aren’t just a shitty band that you don’t like, they’re industry plants who bought their success instead of earning it the honest way.

I’m reminded of the all-too-common phenomenon where sexual misconduct allegations surface against a high-profile entertainer and people are quick to chime in that they “never liked [artist] anyway” or “always knew something was up with them,” as if comments like these add anything to the situation other than noise. (One commenter ended an anti-Geese screed with “hope you get cancelled,” which implies that their hatred for this band is so strong that if one of the members were to cause somebody harm, the victim’s hypothetical suffering would be worth it). What ever happened to saying, “I think this sucks,” and moving on? 

The backlash toward Geese was already brewing long before these two viral essays. In some ways, it was bound to happen. No artist is truly successful until they’re big enough to have haters. I understand why a band like Geese or a solo artist like Cameron Winter might not be for everyone. I also understand why the success of musicians from a class-privileged background might turn people off, or why finding out that said band’s success isn’t as organic as it once seemed might leave detractors feeling vindicated and fans feeling betrayed. 

People want to think they have good taste, and they want to think their taste is above the influence of algorithmic advertising. If someone compliments your shirt, it feels so much cooler to be able to say you found it in some mom and pop thrift store in the middle of nowhere than to admit that you got it off some influencer’s TikTok shop. We want to think of ourselves as curious, discerning consumers, and we should try to be. Go to a show where you don’t recognize any bands on the bill. Close your eyes and stick your hand in the discount bin at your local record store and buy the first CD you pull out. Type some random bullshit into the Soundcloud search bar until something comes up. 

I roll my eyes when I read features hailing Geese as the saviors of rock and roll—not because Geese aren’t a great rock band, but because they’re one of many great rock bands. New York’s indie rock scene—the very scene that Geese came out of—is thriving right now, despite the city’s affordability crisis. Many of the bands on the local DIY and indie circuit are ones who spent years playing the same stages as Geese, who are still playing those stages, and who make me believe that rock is anything but dead every time I go to one of their shows. This generation is full of incredible musicians grinding away in obscurity because they lack the resources needed to cut through the algorithmic static. 

The reason industry plant discourse gets people so incensed is because it’s a reminder that the entertainment industry was never a meritocracy, and the reason agencies like Chaotic Good work is because people really don’t want to know when they’re being marketed to. I don’t think it’s cool or conducive to good art that musicians are incentivized to strive for virality, but so long as the music itself is good, I don’t begrudge them for using the resources available to them. I wish these resources were available to everyone—scratch that, I wish these resources were entirely unnecessary and no musician ever had to make an Instagram Reel ever again, but that’s just not the reality we’re living in. And, given the choice between Cameron Winter postpostposting every day about the “Love Takes Miles” Challenge (or whatever) versus having his label pay some marketing coordinator to comment variations of “BEST SNL PERFORMANCE EVER” from 12 different burner accounts, I’d pick the latter any day.

Grace Robins-Somerville is a writer from Brooklyn. Her work has appeared in Pitchfork, Stereogum, The Alternative, ANTICS, Marvin, Swim Into The Sound and her “mostly about music” newsletter, Our Band Could Be Your Wife.

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InShaneee
4 days ago
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Chicago, IL
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