Lead: The music industry runs on hype – but it takes great pains to disguise it and is distrustful of anything that is too explicit in what it is trying to achieve. Step forward Broken Witt Rebels, the band that media agency MEC is trying to break by “non-traditional” means. We speak to the team behind it all about what they did, why they did it and the impact it had. We also speak to a marketing expert to hear why they were not blown away by any of it.
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