Fitting In Or Staying True to Your Vision? How Yacht Got It All Wrong (But Not In the Way You Think)

Using PornHub as ad space was clever. The first time. When Diesel did it in January. Nicola Formichetti, the high-end denim brand’s artistic director, told i-D Magazine, “The message is simple: before you jerk off, look at this.” This is a line Andy Warhol would’ve been proud of. There’s no crying or making excuses in art, people, or marketing – which, some might argue, is one and the same these days.

And now, here we are four months later with a different kind of product being peddled on PornHub, except this media stint wasn’t praised for its cleverness. We’re talking, of course, about the Portland band Yacht (also known as YACHT, but we’re grown-ups here – so it’s just getting one capital letter like all the other proper nouns) and their fake sex tape leak to promote their aptly named song, “I Wanna Fuck You Til I’m Dead.” Jona Bechtolt and Claire L. Evans, the Yacht duo who also happen to be in a relationship, committed to duping the public, through Facebook posts, stating that their sex tape had been …

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