This Magazine

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Hoaxing Social Scene

This Magazine Staff

I love a good publicity stunt. An object lesson in the art of publicity this week from Kevin Drew of Toronto’s Broken Social Scene. In an interview for the cover story of this week’s Now Magazine, Drew lays the “” thing on a little thicker than usual. Turns out it was a bit of a wind-up to get a big crowd (and in truth, probably their last show for a good while) as they split to return the focus to their own projects and re-enter the studio in the fall for a new album expected in February.
It worked. Fantastic show, with their big sound and “entire cast of Hill Street Blues” stage lineup well-suited to outdoor venues (even better than the olympic island show, which only ran 60 minutes).
Now we can talk about music, or about hoaxes…

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