The Truth About Industry Plants

Is your favorite rising star a product of pure talent - or a carefully curated industry plant? Dive into the controversial world of fast-track fame, where authenticity meets the demands of the modern music industry.

Katy Perry for the Women’s World Music Video, photo by Cynthia Parkhurst. Source: Consequence.net  © All rights belong to their respective owners. No copyright infringement intended

In recent years, the music industry has witnessed an increasing number of unknown artists catapulting to international fame seemingly overnight. These meteoric rises—skipping the traditional "grind" that often earns artists credibility with audiences - have raised eyebrows. While the digital age, with its streaming platforms and TikTok trends, has made it easier than ever to score a viral hit, the rapid ascent of some stars has left fans questioning their authenticity. The term "industry plant," once insider jargon among music professionals, has entered mainstream discourse. Skeptical listeners use it to describe artists whose success feels suspiciously orchestrated, suspecting them to be meticulously packaged by record labels for the sole purpose of maximizing profits. Yet, while the phrase has gained traction only recently -especially in Italy- the concept behind it is far from new.

Music journalists began using "industry plant" in the early 2010s, particularly in relation to emerging hip-hop artists like 50 Cent, Drake, and Lil Wayne. These stars were accused of leveraging industry connections to fast-track their success, bypassing the grind traditionally expected of self-made artists. From the outset, the label carried a dismissive tone, implying that such artists were inauthentic and undeserving of their fame. A more precise definition describes industry plants as artists who present themselves as independent and self-made while secretly benefiting from substantial industry support—like placement on major playlists, access to prime opening gigs, or significant promotional budgets. The concept has since extended beyond hip-hop. Figures like Lana Del Rey, Clairo, and Billie Eilish have all faced allegations of being industry plants, largely due to their wealthy backgrounds, which critics argue gave them a leg up. However, cases like these may lean more toward nepotism than deliberate label manufacturing, and their undeniable talent challenges the stigma. Similarly, artists debuting under major labels with large-scale funding often find themselves accused, though not all such cases fit the mold of true "plants."

Billie Eilish holding the exclusive limited edition vinyl of Hit Me Hard and Soft. Source: Billieeilish.com © All rights belong to their respective owners. No copyright infringement intended

Over time, the term "industry plant" has become overgeneralized, applied to nearly any artist who achieves rapid success. This dilution of meaning raises philosophical questions: Is every artist with a record deal an industry product? In many ways, yes. Music, as part of the "music business," is inherently a product - and even the most independent indie artist creates for both themselves and their audience. Pop music, the ultimate "commercial" genre, epitomizes this duality. It is meticulously crafted to resonate with broad audiences, embracing its role as an industrial product. This realization complicates the narrative surrounding industry plants, making it difficult to draw clear lines between authenticity and market strategy.

The real gripe many music fans have with industry plants is not the shortcuts they may have taken but their perceived lack of authenticity. Authenticity is the lifeblood of music; it fosters a genuine connection between artists and listeners, making music feel deeply personal. Whether it's through lyrics or melody, authenticity creates that magical sense of being understood, of seeing one's emotions mirrored in a song. When an artist appears insincere or overly calculated, it disrupts this connection. Even if their music is enjoyable, the illusion of intimacy is shattered, leaving fans reluctant to fully embrace them. Another reason industry plants fail to captivate is their lack of an organic origin story. Fans love watching small artists rise through hard work, releasing early projects, and building a career step by step. An artist who "has it all" from the outset lacks this journey, appearing less relatable and, once again, inauthentic.

The demand for authenticity stems not just from passive listeners but also from those rebelling against the cold, profit-driven system of the mainstream industry. In the 1990s, independent and alternative artists led a movement against this industrialized approach to music, emphasizing artistry over commercialism. However, today's music scene operates in an entirely different environment. In an era dominated by social media, viral TikTok songs, and an obsession with metrics, emerging artists face immense pressure to conform to industry norms - or risk fading into obscurity. Even with the rise of DIY production tools, connections with major labels remain crucial for gaining credibility and breaking into the mainstream. For artists who dream of reaching wide audiences, leveraging industry support is often a necessity. Why avoid resources that can help amplify their voice?

The real issue isn’t that artists promote their music or rely on connections; it’s the absence of transparency. When genuinely talented musicians create work that resonates, why should it matter if their path to success was paved by industry backing? Consider recent examples. In Italy, rapper Lorenzza sparked debate with her meticulously crafted debut album, released under a major label and heavily promoted on Spotify. Despite her seemingly "manufactured" rise, the album was well-received, showcasing her undeniable talent. Similarly, Chappell Roan faced accusations after her 2024 breakout album, Good Luck Babe. Critics questioned her rapid success, but Roan countered, explaining that the album was the result of a decade of hard work.

Lorenzza in a shot for C41magazine.com, wearing Etro jacket and GCDS panties © All rights belong to their respective owners. No copyright infringement intended

These cases highlight the nuance in the industry plant debate. While it's essential to guard against excessive commercialization and preserve music’s artistic integrity, we must avoid rushing to label every successful artist as an "industry plant." Instead, we should ask ourselves: does it matter, as long as the music connects with us? Industry plants are a reality in the music business, a consequence of an industry that inevitably ties art to profit. From past to present, there have always been artists whose careers were meticulously orchestrated by record labels. This phenomenon deserves scrutiny to ensure meritocracy and safeguard music’s purity as a form of self-expression. However, not every rapid success story warrants condemnation. Instead of hastily labeling artists, let’s focus on the quality of their work and the emotions their music evokes. After all, authenticity isn’t defined solely by the journey - it’s also in the music itself.