The guys of dc Talk have learned a valuable lesson in how not to market a comeback. This spring, Christian music’s most popular band of all time hinted to fans that they would be ending their 16-year hiatus.
Overnight, an image appeared on their social profiles, simply offering the date and time of a big announcement. Thousands of shares, likes and comments later, speculation reached a fever pitch and they made their “big” announcement: They would be hosting a themed cruise.
Sure, the trio will perform a few on-board concerts, but a four-day boat ride wasn’t exactly what fans had been waiting a decade and a half for. The backlash from Jesus Freaks was brutal.
But as bandmember Kevin Max explains, just because the cruise announcement was fumbled doesn’t means fans should give up hope of a true comeback.
“I didn’t look at it as like this is going to be the end-all and be-all amalgamation of all of our dreams,” he said. “I look at it like a starting point.”