the morning benders - "Excuses"

The anatomy of a bona fide buzz cycle: stoking anticipation by securing a sold label and co-producer, releasing one of your album's more promising tracks, demonstrating you're a threat in concert at a killer coming-out party, and then (literally) orchestrating a live video with a song, cameo list, and conceit so strong it had no choice but to go viral. You could tell other campaigns to take note, but first they'd need an album worth the fuss, which you can't calculate, which Big Echo is. I was i...

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