It appears that Upon A Burning Body have hit shaky ground with their label, Sumerian Records, after a social media hoax.
The metallers, who will tour the UK later this year, posted messages to their Facebook and Twitter pages alleging that Danny Leal, their frontman, had been reported missing.
Breaking News: Danny Leal (singer of Upon A Burning Body) has been reported missing. He was last seen in San Antonio TX on Monday, June 30. — Upon A Burning Body (@UABB) July 2, 2014
Soon after the posts – which also followed Leal’s own Twitter contributions to the ruse – the band released a new song, Red Razor Wrists. Ash Avildsen, Sumerian’s CEO, responded quickly to the stunt, issuing a statement condemning the band’s actions. He wrote:
“I woke up to a ton of missed calls and just saw all this stuff about Danny Leal of UABB posing as that he’s been abducted or kidnapped. My phone hasn’t stopped ringing since. As a child, we all learn the story “The Boy Who Cried Wolf” and it sticks within our consciousness for a reason. I do not condone this type of publicity stunt. This was done behind my back and I am not OK with it.
“In my eyes, there’s never a time to use the possibility of real-life abduction, injury or murder of someone you care about to promote anything, especially an album. If you need to resort to that, then you have lost the plot. We as a society should have evolved past that way of thinking by now and especially within the rock/metal community, given all the tragedy that has happened in our world over the past few years. There are some people who owe us an apology. -Ash Avildsen, Creator & CEO of Sumerian Records.”