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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!”

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.
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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.
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