What would happen if an obscure instrumental band hired one of today’s most visible pop-culture writers to write its press release?

Good things—that’s what.

“The critics unilaterally concur: Delicate Steve is a band who creates music.”

With that headline, Chuck Klosterman introduces Delicate Steve, a band whose music he had never heard and knew nothing about. Klosterman is a popular columnist, whose written several well-received books.

The press release from April caught the attention of (among many other media outlets) NPR, which featured the PR coup in its “All Things Considered” program.

According to NPR, the release is the brainchild of Luaka Bop record label exec Yale Evelev, who wanted to an unconventional route to drum up interest in an unconventional band:

"And I thought, since I'm really tired of bios for bands," he says, "wouldn't it be great just to tell Chuck to write whatever the hell he wanted as a bio for the band? So I wrote him an email and I said, 'Chuck, would you do a bio for Delicate Steve? You don't have to talk to the band and you don't even have to hear the record.' He wrote me back: 'I don't do bios.' And then, 2 minutes later, he wrote back again: 'Wait a minute. Do you mean I don't have to talk to the band or listen to the record? That's AWESOME! OK, I'll do it!'"

Could this spawn an era of celebrity press release writers? By God, let’s hope so.

Read the full press release here.

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