LA’s Paz pulled a trojan horse on Justin Bieber fans April 1 by carefully disguising 5,000 copies of his new LP inside Bieber’s platinum-selling Believe and planting them in retail stores across Los Angeles.
Billboard has the story (via The Associated Press), in which the 25-year-old producer and vocalist made spot-on replicas of Bieber’s case, inserted his own LP and interior artwork, wrapped them in plastic, and embedded them in LA Wal-Marts, Best Buys, and Targets from Burbank to Culver City.
While investigating the story, AP tested the claim by picking up random copies of Believe at stores across LA and paying for them without any issues at the checkstand only to discover that the inside of each case contained Paz’ album and artwork–every one.
“We were meticulous,” said Paz, who fancies the stunt as more of a performance art piece than an April Fool’s gag. “We paid a lot of attention to detail because we wanted these to stay up on shelves as long as possible.”
AP confronted a Best Buy manager about the apparent “mistake,” who was unaware and said he’d follow up with his superiors.
When asked why he chose Bieber, Paz said, “The world won’t really miss a Justin Bieber record.”
“The general idea is that retail stores make it almost impossible for independent musicians to get their music in there,” said Paz. “I’ve always believed that retail stores can be the best outlets and ambassadors for independent music. They just choose not to be and sell the same recycled (expletive). We thought if they’re going to lock their doors to independent musicians, we’re just going to knock them down and get our music in there.”
This isn’t Paz’ first practical joke on the music biz. In February of last year, he slipped photos of himself into the Grammy Museum gallery next to the nominees.
Read the full story here. Download the latest single, The Silence, and others already released off his From the Bottom of My Heart to the Top of Your Lungs album for free here without having to pay for a dozen Justin Bieber albums in the process.