How far is too far when it comes to self-promotion?

An American metal band scared the hell out of their fans might have the answer, after they declared that their singer was missing and possibly abducted overnight. But it’s since been revealed that it was all a very misguided attempt at scoring attention for the band’s new album.

Texas deathcore band Upon A Burning Body took to their Facebook yesterday with “Breaking News“, posting a message that their frontman, Danny Leal, “has been reported missing. He was last seen in his home town of San Antonio TX on Monday, June 30th,” according to the four-piece.
Upon A Burning Body’s record label, Sumerian Records, then re-posted the exact same message about an hour after the band.

Meanwhile, over on Leal’s own personal social media, the vocalist posted a couple of spooked messages suggesting he was being stalked.

After fans had put two and two together and started panicking – especially worried given Upon A Burning Body’s upcoming July tour dates at the Rockstar Energy Drink Mayhem Festival and headline shows – the band’s management, Outerloop Management, responded with their own Facebook statement:

“We are aware of the reports surrounding Danny Leal’s disappearance. Until we have more information, we will withhold making any further comments at this time.”

Further comments on the band’s ‘Breaking News’ post however, began questioning the situation – pointing to the lack of a missing persons report at the San Antonio Police Department, and more pointedly, noticing that the band’s new album was titled Taken. Hmmmm.

But before the cat could be let out of the proverbial bag (and scratch those involved in their sorry proverbial faces), Sumerian Records CEO Ash Avildsen issued a statement this morning confirming that the whole abduction scare was a hoax to drum up publicity, as Loudwire reports.

“I woke up to a ton of missed calls and just saw all this stuff about Danny Leal of UABB posing as that he’s been abducted or kidnapped. My phone hasn’t stopped ringing since,” writes the label CEO. Avildsen further slammed the band for their stunt and said it was concocted ‘behind his back’.

“As a child, we all learn the story ‘The Boy Who Cried Wolf’ and it sticks within our consciousness for a reason. I do not condone this type of publicity stunt. This was done behind my back and I am not OK with it. In my eyes, there’s never a time to use the possibility of real-life abduction, injury or murder of someone you care about to promote anything, especially an album. If you need to resort to that, then you have lost the plot. We as a society should have evolved past that way of thinking by now and especially within the rock/metal community, given all the tragedy that has happened in our world over the past few years. There are some people who owe us an apology.”

Said apology is yet to be issued by the Texan four-piece, who are more than likely trying to think of the right way to say sorry after their ill-advised publicity stunt blew up in their faces.

Judging by the negative backlash that’s already starting to emerge online, the intended effect of getting sympathetic fans to buy up the band’s new album Taken is backfiring. Hard. Just take a look at these angry tweets.

Get unlimited access to the coverage that shapes our culture.
to Rolling Stone magazine
to Rolling Stone magazine