The Power of PR and Buzz -- Sandhi Thom

Sandhi Thom signs with labelA great deal of press exploded when it was announced that Sandhi Thom, an artist who was webcasting basement-based gigs to over 100,000 users online, was signed to Sony BMG.  She quickly became a poster child for home grown artists recording and performing out of garages and basements.

However, it was later revealed that Sandhi had in fact signed a publishing contract with Windswept/Pacific Music Publishing (works with Beyonce and Pete Townsend, an many others) a year earlier, and that her story was created by PR frim Quite Great, whose press releases about her rags-to-riches story were the actual causes of the traffic peaks.  I.e. it became a self-fulfilling prophesy.

It's an interesting example of what a smart PR campaign can accomplish, but it's also an example of how the bending of truth can cause a negative backlash.  How the press and her fans will react to the news is difficult to tell; we'll see when her first album, is released on June 5th.

(via Coolfer)
 

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Comments

While the Internet also makes it easier to reach people (in breadth and depth), it eliminates the ability to manipulate.

Wouldn't you have thought of the potential backlash before trying something like this?

You might think so. The ends may very well justify the means here, since Sandhi is both hot and talented...but her story will piss off a lot of purists and indie music fans, and most of all -- musicians. I really can't tell which way this one will go...

All PR is good PR?

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