A record company had a problem. They had signed a new instrumental band but didn't know how to promote them. Their record company president knew they had to do something different.
So, they came up with one of the greatest promotional ideas of all time.
They hired Chuck Klosterman to write a press release about the band - but told him not to learn anything about the band's history or listen to any of their music.
The eventual press release is brilliant. The headline is: "THE CRITICS UNILATERALLY CONCUR: DELICATE STEVE IS A BAND WHO CREATES MUSIC."
But... it gets even better than that with these quotes:
"Every 30 or 40 or 500 years, the DNA of culture itself emerges from the translucent blackness of the not-so-shallow underground. You hear a new band, and you think, "This is really something. This is like My Bloody Valentine, minus the guitars." But then you think, "No, that's not true. That's not what this is like at all. Plus, there are lots of guitars here. I'm a goddamn idiot."
"By the album's third track, there is nothing left in your life; everything is gone, crushed into a beatific sonic wasteland you never want to escape. This, more than anything else imaginable, is the manifestation of artistic truth ... a truer kind of truth ... the only kind of truth that cannot lie, even with the cold steel of a .357 revolver jammed inside its wet mouth, truculently demanding a random falsehood."
"Those studio sessions led to Wondervisions, the indescribable 12-track instrumental debut that reconstructs influences as diverse as Yes, Vampire Weekend, The Fall, Ravi Shankur, 10 cc, The Orbital, Jann Hammer, the first half of OK Computer, the second act of The Wizard of Oz, and the final pages of Jonathan Franzen's Freedom."
The entire wonderful release is at the bottom of the link. Trust me you can skip the entire article where NPR bitches about it being unethical for the record company to have done this. They have no sense of humor.