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Belieb it or Not, Dada Life Just Took a Page From a Popstar’s Playbook

This whole “Dada Death” thing is a rehash of a Justin Bieber scheme. Were the prankster DJs copying on purpose?
January 15, 2015, 5:02am

Dada Life has the internet going nuts. Their latest marketing stunt has dance blogs and fellow DJs chiding the Swedish duo for toying with their hearts, minds, and unquenchable thirst for views. The ploy was quite genius, actually. It all started when Dada Life took to social media in December, bemoaning the loss of an important laptop carelessly left on public transportation.

Forgot my bag on the subway!!!!!!!! Aaaaaaaaa!!! Computer and headphones!! Feuuuck!

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— Dada Life (@dadalife)

December 15, 2014

This is not happening!!!!

— Dada Life (@dadalife)

December 15, 2014

That sucks. Everyone knows a DJ duo's life is in its hard drive. The plot thickened when some unknown hacker-meets-pirate twitter account, simply called @DadaDeath, started tweeting menacing threats to release unfinished track bits.

@dadalife think were joking, whats this then? We listened 2 ur unreleased stuff & made a better version. Release soon pic.twitter.com/znCuDqakJZ

— Dada Death (@dadadeath)

January 12, 2015

Ouch. Not only were they planning to release it, they insulted it too. Dada Death's threats weren't idle, and the world did soon see zippyshare links to brand new Dada tracks, and that's pretty exciting, but the let down and bitchy blogposts followed suit as soon as people caught wind that the whole thing was just a ploy for attention. Yes, Dada Life is behind Dada Death, but that's not really the funny part. The funny part is that Justin Bieber did this exact same thing back in 2012 to drum up excitement leading to his single with Nicki Minaj, "Beauty and a Beat." He was all like (paraphrase) "sadface, someone stole my laptop and now they've got all my noodz." Then some lecherous question-mark of a being was all "snarl, I'm going to show the world your secret tapes…"

@justinbieber u have dealt with a lot of rumors for a very long time. as a kid. with the whole world watching. u ready for more?

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— gexwy (@gexwy)

October 12, 2012

Dude, Gexwy is totes just like Dada Death. They should be besties.

and the rest of u can just shutup. u have no idea what i have and when u see tomorrow u will feel different.

— gexwy (@gexwy)

October 12, 2012

Pop gossip rags went bananas at the thought of a Justin Bieber sex tape, but when the ominous countdown came to a head, it was just the release of the Biebsters incredibly-polished GoPro pool party clip for "Beauty and a Beat." Suckers.

I told you I would post something WORTH watching and talking about @justinbieber @NICKIMINAJ - http://t.co/TyUTZEU1

— gexwy (@gexwy)

October 12, 2012

Dada have had a few bumps in the road in the last year. Their fans are some of the best in the world so it's unlikely this stunt will cost them any love. Still, the question must be asked: Is Dada Life, like, the Justin Bieber of EDM? Totally!

Brace yourselves. The Calvin Klein spread is imminent.

Kat Bein copies popstar stunts on Twitter.