What started as an awkward moment on a concert Kiss Cam has transformed into one of the most unexpected tech marketing pivots of the year. After Astronomer CEO Andy Byron and Chief People Officer Kristin Cabot were caught on screen embracing during a Coldplay concert, both resigned amid public scrutiny. Yet, instead of retreating, the U.S.-based data workflow firm has leaned into the spotlight—releasing a witty, self-aware promotional video starring Gwyneth Paltrow as a “temporary spokesperson.”
And surprisingly? It worked.
In a 60-second clip posted to Astronomer’s X account, actress and entrepreneur Gwyneth Paltrow, once married to Coldplay frontman Chris Martin, delivers answers to the “most common questions” the company has received since the viral video. The first on-screen question, reading “OMG! What the actual f”, is met with her deadpan response:
“Yes, Astronomer is the best place to run Apache Airflow,”
before adding the company is “thrilled so many people have a newfound interest in data workflow automation.”
Paltrow wraps the video—which has now racked up over 27 million views—by inviting people to a conference and thanking them for their “interest in Astronomer,” cheekily bringing the focus back to business.
The move has drawn praise from PR professionals. Jordan Greenaway, CEO of Profile, called the video “really clever,” emphasizing that most people now associate Astronomer with “the guy in the Coldplay video” but wouldn’t have known the company’s actual purpose. This campaign, he says, redirects attention:
“Rather than sidestepping things, they’re jumping in with both feet.”
Unlike more serious PR disasters—such as 2013’s European horsemeat scandal, which attacked product quality Greenaway says this one doesn’t affect consumer trust in Astronomer’s core offering. The company, after all, provides data services, not food or safety-critical goods.
“They’re not making fun of the quality of their product, they’re making fun of their CEO, who has now resigned,” Greenaway noted.
While the company seems to be navigating the situation with surprising poise, Greenaway is clear:
“He [Byron] and his reputation are a different matter.”
Byron, who had served as CEO for two years, and Cabot were filmed getting cozy on July 16 at Gillette Stadium in Massachusetts. Coldplay’s Chris Martin, observing the incident live, quipped:
“Either they’re having an affair, or they’re just very shy.”
Following the viral storm, both executives stepped down. In their place, co-founder and Chief Product Officer Pete DeJoy has stepped in as interim CEO, calling the experience “unusual and surreal,” though admitting:
“Astronomer is now a household name.”
Astronomer, founded in 2018, specializes in supporting companies that use Apache Airflow—a data workflow automation platform not developed by Astronomer but optimized through their services. Since the scandal broke, the company reportedly saw a 15,000% spike in website visits, although that figure is unverified.
According to the Wall Street Journal, Astronomer’s client list includes Apple, Ford, and Uber, and their sudden fame could lead to wider brand recognition in enterprise tech.
Greenaway applauded Astronomer’s approach, noting that “leaning into humour” typically fails but not in this case: “This is what Astronomer is attempting to do… and it’s working because the scandal didn’t impact the product.”
He even admitted: “I don’t know if I would have had the courage to do what they are doing, but I hope I would have.”