Astronomer has got a lot of questions in the last few days, am here to answer most common ones, says Astronomer’s new temp hire Gwyneth Paltrow, ex-wife of Coldplay’s Chris Martin
Data automation company Astronomer has hired Academy Award-winning actress Gwyneth Paltrow as its “very temporary spokesperson” following a viral scandal that led to the resignation of its CEO and HR chief. The Oscar winner, who was married to Coldplay frontman Chris Martin for over a decade, appeared in a tongue-in-cheek promotional video posted Friday night to help the company navigate public scrutiny.“Astronomer has gotten a lot of questions over the last few days, and they wanted me to answer the most common ones,” Paltrow said in the video, addressing viewers while wearing a simple black top. The actress, who describes herself as hired on a “very temporary basis,” represents the company’s 300-plus employees during this turbulent period.
Kiss Cam controversy: CEO and HR Chief resign after Coldplay concert Viral moment
The New York-based company became an internet sensation after CEO Andy Byron and Chief People Officer Kristin Cabot were caught in an intimate embrace during a Coldplay concert’s kiss cam segment. When the married executives tried to hide from cameras at Boston’s Gillette Stadium, Martin joked from the stage, “Either they’re having an affair or they’re just very shy.”
Poll
Do you think hiring Gwyneth Paltrow as a spokesperson was a smart move for Astronomer?
The footage exploded across social media, generating countless memes and parody videos. Both Byron and Cabot, who are reportedly married to other people, have since resigned from their positions. Astronomer launched a formal investigation, stating that “our leaders are expected to set the standard in both conduct and accountability, and recently, that standard was not met.”
Ex-Wife of Coldplay singer tackles PR crisis with strategic video campaign
In the promotional video, Paltrow masterfully sidesteps scandal-related questions, instead focusing on Astronomer’s data automation services. When on-screen text shows questions like “OMG what the actual f,” she enthusiastically responds about Apache Airflow and data pipeline management. “We’ve been thrilled so many people have a newfound interest in data workflow automation,” she said.The casting choice appears calculated and ironic – Paltrow’s connection to Martin adds layers of entertainment value while helping redirect attention to the company’s AI and data automation tools. Social media users praised the move as “genius” and a “PR masterclass,” with one commenting that hiring “the ex-wife of the lead Coldplay singer to deliver this message is absolutely savage.”
‘Genius’ PR move turns viral scandal into brand awareness opportunity
Astronomer’s interim CEO and co-founder Pete DeJoy acknowledged the unprecedented attention, noting that the company is “now a household name” despite the circumstances. The strategic use of humor and celebrity endorsement represents an unconventional crisis management approach, transforming viral notoriety into potential brand awareness.Paltrow, who “consciously uncoupled” from Martin in 2014 while maintaining a close friendship, concluded the video by promising a return to normalcy: “We will now be returning to what we do best — delivering game-changing results for our customers.” The company also promoted its upcoming Beyond Analytics event in September, demonstrating its commitment to moving forward professionally.
