The music industry is no stranger to marketing experiments, with many artists taking creative risks to promote their work.

However, not all ideas yield the desired results. In fact, some have backfired so spectacularly that they became infamous case studies in how not to market music.

From album bundling scandals to fake kidnappings, here are some of the most notable marketing fails in the music world and what we can learn from them.

DJ Khaled, known for his larger-than-life personality and frequent proclamations of success, found himself in an unusual controversy surrounding the promotion of his 2019 album Father of Asahd.

To push the album to the number one spot on the Billboard 200 chart, Khaled partnered with shop.com, bundling the album with energy drinks called “Awake and Turn Up Energy.”

The strategy involved customers purchasing the energy drink, which came with a downloadable copy of the album. This kind of bundling, while controversial, was not new in the industry.

Artists like Tyler, the Creator had also used bundling tactics, pairing merchandise with their albums.

However, Billboard deemed Khaled’s strategy problematic, alleging that the partnership with shop.com crossed a line by encouraging bulk purchases to artificially inflate album sales.

When Billboard disqualified over 100,000 downloads tied to the energy drink promotion, DJ Khaled was understandably furious.

The ruling pushed Father of Asahd to debut at number two, behind Tyler, the Creator’s critically acclaimed album Igor.

Khaled publicly expressed his frustration, emphasizing that his music was made for the masses and deserved widespread recognition.

Reports also suggested that he stormed into his record label’s offices in anger and considered filing a lawsuit against Billboard.

While the lawsuit never materialized, the controversy fueled broader discussions about the ethics of album bundling. In 2023, Billboard eventually revised its rules, limiting the impact of bundling on chart rankings.

Khaled’s debacle, however, remains a prime example of how overambitious marketing can lead to public backlash and unintended consequences.

Rita Ora’s marketing misstep may not have involved legal disputes, but it certainly drew ridicule.

In 2014, the British singer attempted to generate excitement for a new single by tweeting, “Dropping my new song Monday if this gets 100,000 retweets.”

With over 3.8 million followers on Twitter at the time, Ora likely assumed the goal was achievable. Unfortunately, the tweet garnered only around 2,000 retweets before she deleted it.

Shortly afterward, Ora claimed her account had been hacked, alleging that the “hacker” had posted the tweet and threatened to release her unreleased music.

The excuse did little to convince the public, with many accusing her of backtracking to save face after the underwhelming response.

The incident prompted investigations into the authenticity of Ora’s social media following.

Tools like Twitter Audit suggested that over a million of her followers were fake accounts, further damaging her credibility.

The episode serves as a cautionary tale about the risks of relying too heavily on social media metrics for promotional campaigns. Engagement baiting, especially when it fails, can lead to embarrassment and skepticism from fans.

If Rita Ora’s failed tweet was a minor embarrassment, the publicity stunt pulled by the band Upon a Burning Body in 2014 was a full-blown fiasco.

The Texas-based metalcore band attempted to promote their album The World Is My Enemy Now by faking the disappearance of their lead singer, Danny Leal.

It began with cryptic tweets from Leal, mentioning a suspicious car outside his house and noises in his home.

Shortly afterward, the band’s Facebook page announced that Leal had gone missing, sparking genuine concern among fans and the media.

The stunt unraveled when the CEO of Sumerian Records, the band’s label, publicly denounced the tactic.

In a strongly worded Facebook post, the CEO criticized the band for trivializing serious issues like abduction and murder for the sake of promotion.

Fans and industry professionals alike expressed outrage, accusing the band of exploiting fears for attention.

To make matters worse, the band failed to issue an apology, instead feigning ignorance in subsequent interviews.

While the controversy didn’t end their career, it undoubtedly tarnished their reputation and alienated many fans. This incident underscores the importance of ethical considerations in marketing, particularly when dealing with sensitive topics.

French Montana’s marketing controversies illustrate a different kind of misstep—one rooted in allegations of manipulating streaming numbers.

In 2020, following the release of his album Montana, accusations surfaced that French Montana was artificially inflating streams for his older single “Writing on the Wall.”

The song, featuring high-profile collaborators Cardi B and Post Malone, had initially charted for a few weeks before dropping off.

However, it mysteriously re-entered the Spotify charts months later, reaching a new peak. Observers noted a discrepancy between its performance on Spotify, where it ranked as high as 27, and Apple Music, where it languished at 1,192.

The controversy deepened when social media users began reporting that their Spotify accounts had been hacked and were repeatedly playing “Writing on the Wall” without their consent.

Screenshots and complaints flooded Twitter, suggesting a coordinated effort to boost the song’s visibility.

Although French Montana never directly addressed the allegations, the incident raised questions about the integrity of streaming platforms and the lengths artists or their teams might go to achieve chart success.

While manipulating streams might temporarily inflate numbers, the long-term damage to an artist’s credibility often outweighs the benefits.

Each of these cases highlights a common theme: the fine line between innovative marketing and reputational harm.

In DJ Khaled’s case, his reliance on bundling backfired when the tactic was deemed unethical. Rita Ora’s overestimation of her audience’s engagement demonstrated the risks of public-facing promotional gambits.

Upon a Burning Body’s tasteless stunt showed the dangers of exploiting serious issues for publicity. French Montana’s streaming controversy called attention to broader issues of fairness and transparency in the digital music age.

Ultimately, these marketing fails serve as cautionary tales for artists and their teams. Creativity in promotion is essential in a crowded industry, but it must be balanced with authenticity, respect for the audience, and ethical boundaries.

Failing to do so can result in backlash, legal trouble, or lasting damage to an artist’s image. In a world where public perception is everything, even the most well-intentioned campaigns can derail if not executed thoughtfully.

As the music industry continues to evolve, these stories will likely remain lessons in how not to navigate the ever-changing landscape of music marketing.