The Hype
Brinsley Schwarz signed a contract with manager Dave Robinson, of Famepushers, who devised a plan to earn the band extensive publicity. They were to open for Van Morrison and Quicksilver Messenger Service at the Fillmore East in New York City, on 3 and 4 April 1970. Robinson would fly a plane full of British journalists to the show, so they could review it, along with the winners of a Melody Maker competition, arranged in order to get pre-publicity. Though the band had planned on leaving a few days early, so they could rehearse, visa problems prevented this, so they went to Canada and entered the US in a light aircraft. They arrived in New York shortly before they were due on stage, and had to use hired equipment, which they were unfamiliar with. The journalists were due the following day, but their plane was delayed for four hours, so they had free use of the bar, and eventually arrived at the show either drunk or hung over. The show did not go over well, and the band received a flood of negative reviews over the following weeks, including bad reviews of their eponymous first album, Brinsley Schwarz which was released shortly after their return to the United Kingdom. This incident became known as the Brinsley Schwarz Hype.
Casey Kasem's version of this story, in a September 1979 episode of American Top Forty, implied that the presence of the critics was a surprise to the band.
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Famous quotes containing the word hype:
“Fashion is primitive in its insistence on exhibitionism, which withers in isolation. The catwalk fashion show with its incandescent hype is its apotheosis. A ritualized gathering of connoiseurs and the spoilt at a spotlit parade of snazzy pulchritude, it is an industrialized version of the pagan festivals of renewal. At the end of each seasonal display, a priesthood is enjoined to carry news of the omens to the masses.”
—Stephen Bayley (b. 1951)