When is no PR good PR? When you’re an indie rock band

The Atlantic explores a new trend in rock music—staying out of the traditional press. Of course, it requires a lot of work on the part of a publicist.

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“When you’re Anthony Weiner” is the wrong answer. Good guess, though.

Keeping your name out of the press is a virtue for indie rock bands looking to keep their cred and build a certain mysterious buzz around their music.

The Atlantic recently published an article on the rise of the mysterious indie rock band—whose popularity is fueled not through the traditional media mentions but rather a series of calculated leaks and cloaked identity.

“Mystery” is quickly becoming the default PR strategy for breaking indie acts. Over the past two years, groups like WU LYF, the Weeknd, jj, Unknown Mortal Orchestra, and Shabazz Palaces have drawn attention even as they’ve turned down interviews, concealed their likenesses, and, in some cases, withheld their own names.

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