There's a familiar ring to this tale of a plucky young upstart using new media (SoundCloud) to create fan buzz leading to media buzz. A decade or so ago it was Lily Allen and MySpace. The blogger presents a compelling, detailed case that Eilish's downhome brand is just as fake, corporate generated as was Allen's - in both cases their appealing narratives of the little guy ... gal made good masking corporate marketing teams in control from the off.
In the case of Eilish it's specifically Apple, and the blogger argues they're using this smartly created hype and buzz to promote the dying CONCEPT of the album, so much better for monetising purposes than randomly dripfed singles.
Check it out:
https://www.getrevue.co/profile/pennyfractions/issues/penny-fractions-billie-eilish-the-exception-that-proves-the-rule-205262
