10 Music Publicity Stunts Gone Wrong - Rolling Stone
Home Music Music Lists

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

Publicity; Stunts; Gone Wrong; Rolling Stone; List; Madonna; Vanilla Ice; Elvis Costello; 50 Cent; Kanye West

Mandatory Credit: Photo by BEI/BEI/Shutterstock (1103821b) Madonna and Vanilla Ice Truth Or Dare Party


"If you want to get known as a singer," Sammy Davis Jr. once said, "you hire five sexy chicks and let them fight over you onstage and for the cameras. That's publicity, man." Pop culture's hunger for the publicity stunt hasn't changed much since Davis's day. Case in point: the revelation this week that the indie-dance band Yacht – fronted by romantic couple Jona Bechtolt and Claire L. Evans – faked the imminent leak of an alleged sex tape as part of a PR hoax.

The group's publicist denied having anything to do with it, and the band issued a defense of the hoax on the grounds that it was part of one of their "multi-faceted projects," a "slowly unveiling conspiracy, inspired in equal part by The X-Files, Nathan for You, and the KLF." Regardless of possible artistic intent, a backlash quickly ensued, with detractors claiming that Bechtolt and Evans were making light of the real-life problem of sex-tape leaks as revenge porn. Granted, Yacht are far from the first musical act to launch an ill-conceived publicity stunt and suffer the consequences. Here are a few of the most notorious examples.

The KLF; Publicity; Stunts; Gone Wrong; Rolling Stone; List

HIGHER FEES APPLY. KLF photographed in the early 1990's.

The KLF Burn a Million Pounds (1994)

What kind of superstar band could afford to burn a million pounds just for the hell of it? Apparently the KLF, although the subversive electronic duo of Bill Drummond and Jimmy Cauty had only recently tasted massive success in England when, in 1994, they burned exactly that amount of cash as an act of performance art. While the act may have succeeded in that aspect, it caused major head-scratching and criticism of the group, which had already announced its retirement (via an open letter attached to a dead sheep, no less). Years later Drummond himself expressed regret for the stunt; the money had originally been intended as a charitable fund to help struggling artists, until Drummond declared "that struggling artists are meant to struggle, that's the whole point."

Garth Brooks; Chris Gaines; Publicity; Stunts; Gone Wrong; Rolling Stone; List

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.

50 Cent; Kanye West; Publicity; Stunts; Gone Wrong; Rolling Stone; List

Kevin Winter/Getty

50 Cent Pledges, Fails to Outsell Kanye West (2007)

Curtis "50 Cent" Jackson had everything to lose, and little to gain, by pitting himself against up-and-comer Kanye West in a fabricated feud in 2007. The showdown hinged on which artist would sell more copies of their latest album: Curtis or Graduation. It inspired a Rolling Stone cover story that year, with 50 even pledging to cease his solo career should he lose. He did lose, and big: Graduation beat out Curtis to the tune of more than a quarter of a million units. Curtis still performed well overall, due partly to the stunt, but the loss was a resounding blow to 50's eminence. It also dramatically illustrated that Yeezy was on the ascendant. From there on out, 50 slowed down and settled into the role of elder statesman rather than that of the fresh, young hotshot.

Buckcherry; leak; music; Publicity; Stunts; Gone Wrong; Rolling Stone; List

American rock group Buckcherry, with singer Josh Todd (centre), New York, United States, November 1999. (Photo by David Tonge/Getty Images)

David Tonge/Getty

Buckcherry Leak Their Own Music, Act Outraged (2008)

"Honestly, we hate it when this shit happens, because we want our FANS to have any new songs first." So declared Buckcherry, in the kind of righteous indignation only Buckcherry can muster, in a press release in 2008. The band was raging against the machine of piracy, complaining that some unscrupulous culprit had leaked their upcoming single "Too Drunk…" on BitTorrent in advance of its release. As it turned out, the group's manager apparently leaked the song himself as a publicity stunt. Better luck next time, Buckcherry.

Lady Gaga; MTV; VMA; Music Awards; Publicity; Stunts; Gone Wrong; Rolling Stone; List

Lady Gaga poses backstage after accepting the award for video of the year for "Bad Romance" at the MTV Video Music Awards on Sunday, Sept. 12, 2010 in Los Angeles. (AP Photo/Chris Pizzello)

Chris Pizzello/AP

Lady Gaga Wears a Meat Dress (2010)

Lady Gaga tested the gag reflex of the world when she showed up to the 2010 VMAs in a dress made of meat. PETA was just one of many vocal protestors in the wake of her flagrant display of succulence, and when grilled by vegan Ellen DeGeneres soon after, Gaga explained the dress was a protest against the U.S. military's don't-ask-don't-tell policy in regard to gay service members. The connection between raw meat and gay liberation wasn't exactly clear, and Gaga didn't make things much clearer when she explained to DeGeneres, "If we don't fight for our rights, pretty soon we're going to have as much rights as the meat on our bones."

Arrow Created with Sketch. Calendar Created with Sketch. Path Created with Sketch. Shape Created with Sketch. Plus Created with Sketch. minus Created with Sketch.