A recent incident at a Coldplay concert in Boston has sparked a unique response from data-automation startup Astronomer. The company’s former CEO, Andy Byron, and Chief People Officer, Kristin Cabot, found themselves at the center of an online scandal when they appeared on the jumbotron during a kiss-cam moment, despite both being married to other individuals. This unexpected exposure led to an avalanche of memes and a viral Twitter thread, ultimately resulting in the resignation of both executives within days.
Instead of opting for a standard corporate apology, Astronomer took a bold approach by enlisting the help of actress and entrepreneur Gwyneth Paltrow. On July 25, 2025, Paltrow released a 90-second video on social media platform X, addressing the situation with a blend of humor and self-awareness. In the video, she humorously declares, “I’ve been hired on a very temporary basis to speak on behalf of the 300-plus employees at Astronomer.”
Paltrow engages with exaggerated fan questions such as “Why did they do that?” and “What even is Apache Airflow?” while expertly redirecting the conversation towards Astronomer’s core business: data pipeline orchestration. The video concludes with her signature calm, thanking viewers for their interest in the company.
The response to this unconventional PR strategy has been overwhelmingly positive. The video has amassed over 24 million views, and many marketing professionals have praised Astronomer for its innovative handling of the crisis. A Reddit discussion referred to the video as “the most genius pivot in corporate crisis management,” highlighting how the company transformed a scandal into an opportunity for brand engagement.
As the summer progresses, with many tech companies facing layoffs and public relations missteps, Astronomer stands out for its ability to blend serious issues with lighthearted entertainment. By leveraging the dramatic context of the Coldplay kiss-cam incident and featuring a well-known celebrity, the company effectively managed to make the concept of data more appealing.
This episode serves as a notable example of how companies can navigate crises creatively. Rather than retreating into a defensive posture, Astronomer has shown that it is possible to embrace controversy and turn it into a talking point that resonates with both the public and industry observers.
The unexpected collaboration with Paltrow not only highlights her versatility as a public figure but also underscores the potential for companies to engage audiences in unexpected ways. Astronomer’s approach may well set a precedent for other firms seeking to address their own crises with a blend of humor and authenticity.
