YACHT have actually decided to apologize for their PR hoax.

After the electro-indie duo created a fake narrative that they had a sex tape leaked without their consent and decided to sell it on their own to take control of the exploitation, it was revealed to be a stunt to promote a video for track ‘I Wanna Fuck You ‘Till I’m Dead’.

The hoax caused ire among people who expressed empathy and over YACHT’s lack of sensitivity for the real-life ramifications of having your privacy breached. The band decided that this reaction was “irresponsible” and issued a non-apology for the rollout.

Today, they’ve released a new statement via Facebook admitting they are at fault for the interpretation of their stunt:

“First off, we’re sorry.

The reaction to this endeavor highlights a glaring error we made in positioning ourselves as the victims of a leaked sex tape. We understand that positioning it that way from the beginning was an egregious mistake, and are so ashamed we hadn’t considered this beforehand.

Yes, this was all a “hoax” or “PR stunt,” and one we were so excited to share. While there is inherent deception in pulling a hoax, it was never our intention to mock or make light of anyone who has been a victim of a privacy violation like the one we mentioned. This was a lazy starting point for what we wanted to be a much more fun story about the expectations of a sex tape and the frenzy surrounding the taboo of sex, especially juxtaposed with our own non-celebrity. We failed to tell that story. Instead we told a much darker and more disturbing story.”

Read the statement in full here, which concludes with: “PS: We’re sorry for our shitty non-apology yesterday, too. There’s no justifying it. We clearly didn’t get it then. We get it now.”

Revisit YACHT’s cover of ‘Waste of Time’ from proto-riot grrl film Ladies and Gentleman, The Fabulous Stains for all the meta goodness.

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