Philip Schlaffer, Ex-Nazi
Unfortunately, today everyone can get Nazi songs as easily as never before: on music streaming platforms like Spotify, SoundCloud and Co. The situation is even worse: the platforms’ algorithms actively spread these songs and bands. Those who listen to Nazi music once get recommended more and more – and the platforms do nothing.
We turn the tables and let the algorithms work against the extreme right.
To do this, we developed a Trojan Nazi band: HetzJaeger.
So perfectly tuned to the primary parameters of algorithms that it is automatically played to all listeners of far-right music.
We started with a teaser, trained the algorithms with it for a month and released the complete song on the 89th anniversary of Hitler’s seizure of power.
Algorithms use 4 primary parameters to assign bands to users.
We optimised the teaser of HetzJaeger’s first single to these parameters.
Audio
Content
Behaviour
External Data
Audio
After analysing countless far-right rock songs, we created a typical
spectogram from tempo, style, pitch and amplitude for the first
1:20 min of our song “Kameraden” (comrades).
Content
Syntax, trigger words and popular narratives from the
scene formed the basis for our lyrics.
Visually, we used common codes of the scene.
Behaviour
The finished teaser had to be heard by as many fans of real Nazi bands as
possible so that our band would be correctly classified by the algorithm. To
do this, we used Artist Affinity Targeting to send our song directly into the
streams and playlists of fans of real Nazi bands.
External Data
In order to prove to the algorithm the relevance of HetzJaeger in the scene, we made
sure that HetzJaeger also became a topic in the scene outside of the streaming platforms
with targeted undercover actions on Instagram, Telegram and Co – and thus generated
many mentions and links.
And everyone was waiting for the whole song
and the music video:
MUSIC VIDEO
From the second verse on, the song turns. It is an action against the far-right and
against the platforms that offer such bands a stage.
The outcry and disappointment from the right was great, the praise and enthusiasm from
the left just as much. But most importantly, the press and the public put pressure on
the streaming providers.
„A perplexing and
frightening result.”
„Well played, HetzJaeger,
well played.”
„A unique move against
right-wing extremism.”
„The platforms must take
responsibility.”
„Neo-Nazi fake band
exposes algorithms.”
Supporters
Media reach
Topic Awareness
Media Coverage in
Countries
Reach
Laut gegen Nazis
Engagement
Laut gegen Nazis
Songs
already removed
Casefilm
NAZIS OFF OUR PLAYLISTS!