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At this point, the internet is a landfill of fake reviews, AI-generated “opinions,” and actor-influencers pretending to be podcast hosts. So it’s not surprising that a new survey found the average American only trusts 41% of what they see online. For music producers, that number feels generous.
If you’ve been making music for a while, you’ve probably noticed it too: ads that promise the world, plugins that claim to “level up your sound,” courses that swear they’ll make you a headliner in six months. And yet most of us keep coming back to the same handful of tools we’ve trusted for years—because they work. So much else just feels like noise. It’s honestly one of the main reasons why we rolled out the Editor’s Choice Awards last year and probably why it’s been one of the best-received series of editorial we’ve done in years.
The trust crash is real—and producers feel it more than most
That survey (from Talker Research and World.Org ) says 75% of Americans now trust the internet less than ever before. And 78% say the internet has never been worse when it comes to telling what’s real and what’s fake. Think about that. We’re past skepticism—we’re in full-blown distrust territory.
And it’s easy to see why.
Over half of people believe at least 50% of the articles they read online include AI in some form. Even when asked to spot whether a review was written by a real person or a bot, only 3 out of 10 people could tell the difference. So if you’ve ever wondered why that five-star review of a plugin you’ve never heard of feels so… off? You’re not imagining things.
And yet, 80% of people still rely on reviews to make purchase decisions. That’s the problem. There’s an entire ecosystem built on fake credibility. From bootleg AI testimonials to fake Instagram podcast clips where someone in a hoodie explains how a $49 plugin changed their whole career—none of it builds trust. It just breeds noise and burnout.
What I actually trust (and what I don’t)
I try a lot of gear and plugins for review purposes, and while some wiggle their way into my workflow consistently, I usually fall back into the same core set of synths and samples I’ve been using for years. Tools I’ve built muscle memory with. Tools that sound good in my hands. And even still, that toolkit is moving more and more towards almost only Ableton stock plugins (every update they do is legit better than the last; incoming multiband distortion and processing??).
When I’m looking for something new, ads can be hard to trust.
I trust people and brands that I know and have been using for years (Soundtoys, Baby Audio, and a few others). Friends, mentors, and a few outlets who I believe give a damn about what they’re recommending. Not just plugin reviews, but broader conversations about the state of the scene. If someone only ever talks about affiliate links or “top 5 must-have tools,” I’m out. That’s not content—it’s marketing. I’ll admit that I’ve been guilty of writing similar articles in the past, back when I was a fledgling editor of this site, but I haven’t done that type of content in years just cause I can’t bring myself to do it unless I really believe in the products.
If you’re new: here’s how to cut through the noise
If you’re just getting started, it’s easy to get pulled in by shiny promises. But here’s my honest advice:
- Ask your friends and mentors what they actually use.
- Find 1–2 trusted creators or outlets whose full perspective you connect with—not just because they hype gear, but because their view of producer culture writ large aligns with yours.
- Be skeptical of anyone selling “how to make it” shortcuts. Most of them haven’t made it themselves.
This new wave of AI-generated reviews, bot-written testimonials, and fake influencer podcast clips are exacerbating the problem. But there’s still a way through it: trust your ears, trust your circle, and remember that the only “life-changing” plugin is the one you actually make music with.
And this is as much a commentary on the space as it is a rallying cry for plugin developers! There is massive fatigue these days, but building strong brand loyalty and an expectation of utmost quality, like how Xfer has done with Serum or how Soundtoys has done with their tight collection of software), from your user base will still, as it always has, be the best way to future proof your hustle.
Will Vance is a professional music producer who has been involved in the industry for the better part of a decade and has been the managing editor at Magnetic Magazine since mid-2022. In that time period, he has published thousands of articles on music production, industry think pieces and educational articles about the music industry. Over the last decade as a professional music producer, Will Vance has also ran multiple successful and highly respected record labels in the industry, including Where The Heart Is Records as well as having launched a new label with a focus on community through Magnetic Magazine. When not running these labels or producing his own music, Vance is likely writing for other top industry sites like Waves or the Hyperbits Masterclass or working on his upcoming book on mindfulness in music production. On the rare chance he's not thinking about music production, he's probably running a game of Dungeons and Dragons with his friends which he has been the dungeon master for for many years.
