Who should do it: Death Grips
Announce a new album, tease it and promote it heavily, then leak it yourself. Except, instead of the download link leading to an album, it leads to a virus or some weird German porn. Punk rock! Fuck you guys! Suckers! At this point, how many Death Grips fans like Death Grips for their music anyway? Let's not kid ourselves, half the appeal is their attitude, and if they want to maintain that, flipping the concept of "going viral" is a solid option.