In an age of instant gratification, this elusive approach to publicity is increasingly popular among labels and artists. It's a delicate courtship in which musicians must seduce success without seeming like they want it. But while playing hard to get can earn an artist respect, it doesn't guarantee record sales.

在一个讲求即刻获得满足的时代，这种让人难以捉摸的宣传方式越来越受到各品牌和艺人的青睐。它是一种精明的吸引关注的手段，歌手必须要表现出毫不在意的样子来获取成功。不过，施欲擒故纵之计虽能让艺人获得重视，但它并不能保证唱片的销量。

'I always say mystery makes history, ' said Charlie Walk, executive vice president of Republic Records, whose Lava imprint signed Lorde this spring. Mr. Walk has been working with a team of Lava employees on raising Lorde's profile. He oversees strategy, which includes marketing and promotion. 'But, ' he said, 'a funny thing happens when you don't promote: nothing.'

共和唱片(Republic Records)执行副总裁查利•沃克(Charlie Walk)称：“我一直都说神秘感创造历史。”该公司旗下的Lava唱片公司在今年春季签下了Lorde。沃克一直在与Lava的职员合作，来提升Lorde的知名度，他负责包括营销和推广在内的宣传策略。他说：“不过，如果你不做推广的话，有趣的事情就会发生，那就是落得平淡无奇。”

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