10 Music Publicity Stunts Gone Wrong

Madonna's 'Sex'-capade, Garth Brooks' weird alter ego and other artist ploys that didn't go off as planned

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Garth Brooks Becomes Chris Gaines (1999)

Garth Brooks Becomes Chris Gaines (1999)

Country music isn't known for its postmodern hijinks, which might be part of the reason why Garth Brooks ran into some difficulty when he unveiled his alter ego, Chris Gaines. A supposedly Australian pop singer with a soul patch and a brooding pout, Gaines was intended to be the protagonist of a film called The Lamb, but the movie never happened; meanwhile Brooks took his method acting to an extreme, appearing in a Behind the Music mockumentary and releasing an album, Garth Brooks in … the Life of Chris Gaines. Fans were baffled, but more than that, the project painted Brooks as self-indulgent and out of touch, traits far removed from the guy-next-door charm that had catapulted him to fame in the first place.

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