I remember years back. A rumour went around that Jehst was a postman. Then about a year after the rumour had done it's rounds on the net. Then came the YouTube video "Jehst is my postman"
With a clip of Jehst posting mail, about 20-30 seconds long which had confirmed the rumours. But no one had anticipated what would come next.
A short while after under the next YouTube video "Jehst is definitely my postman!!! Then you thought it was going to just be another clip of him dropping off post again. Then it dropped into a music video "I'm a caveman, I'm a stoner" etc etc and everyone realising for the last year or two we'd all been taken on some mad promo ride.
I see now in music they do this a lot to push artists on social media. That little fraggle Ardee who does all that breathing at start of tunes.. He did something with him being filmed calling up to his Mrs in a flat in Brighton and she throws a phone out top windown onto the ground cracking the screen. and he gets in his mates car. Everyone started sharing it thinking he'd been pied off but it was promo for a song that then dropped.
Anyway, Who was behind the whole Jehst being a postman? Jehst himself? Ahead of his time. I think it must have been about 15 years ago. So one of the earlier uses of social media to spread music through rumour and dupe everyone into sharing links and discussions and comments.
I remember we were all saying how much of a good job it must be as he can just listen to beats all morning then make tracks in thr day time etc fully believing it all as many others were.