Pura ironia escocesa...

"Start the campaign months before the record comes out. Make announcements and generate all that press excitement before the album is even finished. Bombard people with tweets, facebook messages, mail outs to try to get them to buy the album! Release a low-budget video or a film clip under the time of release. Get the band to do every interview offered by every website, newspaper, magazine and radio session they can be squeezed into until the album is out! And by that time, everyone has lost interest and moved on to the next artist they're working on..."