Jarod White

11/12/2020
COMM 4500
The Art vs. The Artist
Pinegrove Overcoming Accusation

Today, fans of music--ranging from popular to underground scenes--have most likely

experienced the same moral concern of listening to a particular artist. It is the reckoning between

“the art vs. the artist” that leaves many music lovers in a predicament. Just as R&B fans have

asked; ‘Is it okay to listen to R. Kelly even after his history of sex trafficking?’ Or how Chris

Brown physically abused women in his relationships. The power and strength shown by women

[and some men] in recent history has shed a new light on the entertainment and music industries.

Thanks to the #MeToo movement that burst into popularity in 2017, victims are able to speak up

against alleged abusers and have their voice heard. In addition, it brings up new concerns for

publicists and representatives of musicians and how communication professionals can handle

such incidents moving forward. Ultimately, ‘the artist’ can always be better. Humans must push

closer and closer towards the respect and kindness all relationships and living beings deserve.

BACKGROUND of Pinegrove

Pinegrove, an indie rock band from Montclair, New Jersey, formed in 2010 and took off after

their popular first full length--Everything So Far (2015). After playing many DIY basement

shows in the beginning years of the band, the group started to tour in a van around America

during the years that followed. Lead singer Evan Stephens Hall and drummer Zack Levine

founded the band with rotating touring members and musicians. Hall went to school at Kenyon

College in Gambier, Ohio and met Nandi Plunkett who added vocals and keys to their studio
albums and live sets. In 2015, Pinegrove signed to a major label deal with Run For Cover

Records, launching them into indie rock stardom. Run For Cover distributed their albums

worldwide and provided them a platform to tour with other popular acts in the scene, such as

“Modern Baseball” and “Sorority Noise.” Not only headlining tours in America and Europe,

Pinegrove has played concert halls with Phoebe Bridges and Julien Baker, two successful

accomplished female musicians. What started out as local exposure on the east coast, Pinegrove

built a name for themselves in the United States and other countries. Regarding streams, the band

had nearly 200,000 monthly listeners on Spotify in 2016 after the release of Cardinal, an album

that was critically acclaimed and was held in the top ten of alternative rock charts. Their most

popular song from Cardinal, “Old Friends,” has over 20 million streams on Spotify and their

music has accumulated over hundreds of millions of streams on all major music platforms.

THE ACCUSATION and FACEBOOK POST

However, the band’s career has been nothing but unorthodox. During the height of the #MeToo

movement in November of 2017, lead singer and songwriter of Pinegrove--Evan Stephens Hall--

was “accused of sexual coercion” by a former partner. Hall informed fans on Facebook through

the band’s account.

“a message from evan:

i am about to talk about something serious and i want to begin by saying that my actions have caused
someone i care about deep emotional pain and i am so sorry.
i have been accused of sexual coercion. the accusation comes from someone i was involved with for a short
but intense period of time. i won’t say more about this person because i want to respect her privacy and i ask
anyone reading this to do the same.
the time we spent together was complicated. i believed we were mutually in love and we said it to each other
often. but she also sometimes expressed reservation—she was dating someone else, and the dissolution of
that relationship would have yielded intense personal and professional consequences. we talked about it
thoroughly, endlessly. it was convoluted, heavy, emotional. this whole period felt like an impossible situation
with no right answer, but we were working through it together.
eventually she broke up with her boyfriend. we got together again shortly after that, which lasted for about two
weeks, during which we spent as much time together as possible. she met my parents. we discussed
eventually moving in together. while it was by no means a simple relationship, it was sustained tenderly and i
believed sincerely that it was mutual. i absolutely never threatened her, i never leveraged anything against her.
i believed all of our decisions to be based in love.
still, i am coming to terms with the fact that i monumentally misread the situation. i am trying earnestly to follow
this line as deeply as it goes to reflect on all of the things i could have done, and can do, better.
i should have more actively acknowledged my position of power as a public figure, and also as a man. i have
always tried to approach all of my relationships under the premise of equality, but i see now more clearly that
the inherent privilege of my gender and the accumulated privilege of being a recognized performer most
certainly impacted this interaction.
and in reflecting on interactions with other people i've met through music, i see i could have been better there
too. i have been flirtatious with fans and on a few occasions been intimate with people that i've met on tour. i've
reached the conclusion now that that's not ever appropriate—even if they initiate it. there will always be an
unfair power dynamic at play in these situations and it’s not ok for me to ignore that.
i am also led to something that i said regarding all this that i regret immensely. i said that i could sense who
from the crowd would be interested in sleeping with me based on how they watched me perform. this comment
applies such a dark layer to my interactions with people after our sets. nobody coming to a concert deserves to
be evaluated based on their sexual potential by the performer. i absolutely crossed a line with that comment
and that behavior, and i am so sorry.
i'm led further to consider my demeanor in most relationships i've been in. i can be very talkative and excitable,
talking about wild plans, dreams, wanting to share everything. and i'm realizing that part of that confidence
stems from my privilege as a man. i also realize that sort of approach doesn't leave room, or leave time, for my
partner to reflect and come confidently to her feelings; that my enthusiasm doesn't leave space for any
ambiguity on her end; it doesn't leave enough room for a meditative personal process. i believe that happened
here too and i feel ashamed that my enthusiasm prevented me from listening as patiently as i should have.
i recognize that this is the beginning of a long process of reflection. in an effort to take time to make positive
changes in my life and out of respect for what she is going through, we are cancelling our upcoming US tour.
we'll be taking some time off in general. i started therapy on wednesday november 15th and plan to continue
indefinitely. i am sincerely committed to improving my mental health and the way i treat everyone i interact with.
i am being held to account by the people close to me but the point of this post is not about me — it is an
apology to the person i hurt and to the people i disappointed: my bandmates, my friends, my family, our fans.
i’m so sorry. i have never felt remorse like this before. i will think about how i could have been better in this
situation for as long as i live.
- evan”

Courtesy of "Pinegrove." Pinegrove - a Message from Evan:

By request, Pinegrove went completely silent after the Facebook post. The silence left many fans

and followers frustrated because of the bomb that dropped and lingered for all of 2017. Yet, it

was the appropriate communication plan for the band by being sensitive to the impacted parties

and respecting their audiences.

Pinegrove:

● Took a year off of music and touring

● Mutually split from their record deal with Run For Cover Records

● Lost thousands of dollars from touring revenue

● Was forced to push back the release of an album

● Lost the trust of many fans

Ranging from Nov. 2017 to Sept. 2018, Pinegrove went completely silent and went into

hibernation per request. Hall took that year to reflect on his words used in the relationship.

NEWS COVERAGE and RESPONSE

In addition to the Facebook post, major music media took the opportunity to talk to the band

once the band returned to the public. Pitchfork, a popular music newsletter released an article in

2018 that interviewed Hall and explained the entire situation.

“He [Hall] is attending therapy weekly in Montclair and has generally tried to slow down. He said he has

been thinking about how consent applies to all relationships, about how to “live more democratically”
among peers. “This situation has demanded a full re-inventorying of myself,” Hall added. “I’ve tried to

approach that with humility and with focus.” He said the band never considered breaking up.”

Excerpt from Jenn Pelly. "Reckoning With Pinegrove." Pitchfork.

The initial reaction caused social media to blow up, with tweets and posts cancelling the indie-

rock band. Other popular bands and artists were being cancelled on social media too, during this

time. Longtime fans even confessed their disengagement with the band moving forward and how

no one should support them again. When the news hit social media, fans were stunned and had

no idea what the future would hold for the band. People showed their disgust for Hall and

expressed their departure from being a follower.

Moreover, the Washington Post, The New Yorker, and other media companies released their own

stories that expressed the sadness and sorrow that Hall felt. Yet, the most important part was

telling the story to fans and the public--what really happened. Pinegrove’s publicist managed to

tell the story and be transparent with social media and media newsletters.

“In September, 2018, Hall resurfaced. He told the music site Pitchfork that, at the request of his accuser, he had gone a full year

without touring. A couple of months later, the band launched a comeback tour, with a concert in Montclair and another in Brooklyn,

where Hall only alluded to the topic on everyone’s mind. “This has been a really challenging year,” he said. The band split with its

label—a mutual decision, both sides maintained—and released “Skylight” independently. Online, plenty of people wondered why, in

a world with no shortage of earnest indie bands, it made sense to support one with a singer accused of sexual misbehavior. But

many Pinenuts returned, filling up bigger venues than ever before.

Fans trying to sort out the ethics of supporting Pinegrove didn’t have much to go on. The accuser had declined to comment to

Pitchfork, but she had confirmed some details through an unnamed intermediary, who explained only that Hall had applied “verbal

and contextual pressure.” In Hall’s Facebook post, he had written, “i have been flirtatious with fans and on a few occasions been
intimate with people that i’ve met on tour,” adding that he had “reached the conclusion now that that’s not ever appropriate.” Some

people assumed that the accusation had come from a fan.”

Excerpt from The New Yorker. "Pinegrove Stages a Complicated Comeback." Sanneh, Kelefa, Masha Gessen, and Carrie Battan.

BANDS RETURN

Pinegrove returned to touring in 2018 with both American and UK gigs in the month of October.

In December of 2018, they announced a Spring tour that sold out 11 of the 16 initial tour dates in

the first week of sale. In addition, Pinegrove announced the release of their 3rd full length LP--

Skylight (2018). Skylight was the first album that the band put out independently, after the

departure from Run For Cover label in 2017. The band grew exponentially, playing bigger

venues than before. Currently, Pinegrove has over 400,000 monthly listeners on Spotify--nearly

doubling the 2016 number mentioned prior.

In 2020, Pinegrove still has over 50k followers on Instagram and continues to put out new music.

The band put out their fourth LP called Marigold (2020) in January and planned a world tour that

got cut short because of the COVID-19 pandemic. Rough Trade Records also signed the band to

their label and put out the album worldwide-physically and digitally. Pinegrove has also stood up

for many social changes in recent times. They have donated portions of all their sales to the

Black Lives Matter movement, Musicares, American Foundation for Suicide Prevention, and

Voting Rights Project. The band has been outspoken for the 2020 presidential election by

partnering with HeadCount, to fight against voter suppression, gerrymandering, and equal

voting. Hall and Levine are using their platform to fight for social issues without live music
during the pandemic. Many fans within the music scene have seemed to forget about the

accusations today. Statistically, Pinegrove performed even better than before. Yet, the

accusations will never be erased from the band’s history. Pinegrove will have to continue to

show that a situation like this will not happen again. In a music scene that has so many bands, it

would be easy to find more music for that ordinary indie-music lover.

PR ANALYSIS and PR PRINCIPLES

Media Relations Principles

• Media influence is cumulative and long term

Pinegrove’s social media response followed this principle because of Hall’s

understanding to think about the victim’s needs and the longevity of the situation.

If Hall decided to ignore the accuser and their requests, Pinegrove’s media

influence would take a huge toll and decrease in the long term.

Crisis Communication and Conflict Management Principles

• Do not compare—don’t give people the opportunity to link your situation with a worse

one.

While there were many opportunities to do so during Pinegrove’s response, Hall never

once made connections to other accusations during Nov. of 2017. This represented

positive crisis communication because Hall implemented this principle while also

focusing only on his and the accuser’s relationship. The Facebook post and media stories
were transparent, disclosing Hall’s vulnerability to open up to the public about something

personal.

Activism Principles

• Activists must be committed to the cause and feel deeply that organizations must

change to accomplish the goals of the activism campaign.

• Successful activism requires the ability to communicate and bring together diverse

groups for a common cause by building coalitions.

“i started therapy on wednesday november 15th and plan to continue indefinitely. i am sincerely
committed to improving my mental health and the way i treat everyone i interact with.
i am being held to account by the people close to me but the point of this post is not about me — it is
an apology to the person i hurt and to the people i disappointed: my bandmates, my friends, my family,
our fans. i’m so sorry. i have never felt remorse like this before. i will think about how i could have
been better in this situation for as long as i live.
- evan”

Excerpt: Courtesy of "Pinegrove." Pinegrove - a Message from Evan:

Hall implemented activism principles in the PR response as well. Not only choosing to

acknowledge and be willing to help the victim, but share that he will be making a life

change. The response requires the ability to communicate and bring people together for a

common cause to hold each other accountable.

Consumer Relations Principles

• For successful public relations, sales and profits must be subordinate to long-term

goals for positive relationships with consumers and other publics.

 Hall and Pinegrove implemented this principle by subordinating all things involving the

band. Pinegrove made the accusation and victim the priority. I believe by choosing to

take a whole year off, all target audiences recognized the character embedded throughout

the band. If the band disregarded this crisis and continued to tour, put out music, and

make money, the band would probably not be around. Ultimately, the band is better today

because of their response to recognize and halt everything for the health of one

individual. In retrospect, fans and the public will recognize this. Public relations is not

only fast paced but it also requires longevity and understanding of the bigger picture and

where priorities should be.

Digging Deeper
This case study looks at the band Pinegrove, the accusation, and the PR response that allowed the

band to make a return to indie rock prominence. How did it happen?

Questions to Consider:

1. How did the Facebook post respond to the crisis? Did Hall communicate in the

appropriate way?

2. What other communications tools could the band have done to respond? Initially and

during the return?

3. Was the social media post enough from the band?

4. What would you tell Hall if you were the band’s publicist?

5. Why do you think the band’s return was so successful?

Source List
Gaca, Written By Anna. "Punk Talks, Pinegrove, and a Mishandled Allegation." Spin. 20 Apr.
2018. Web. 19 Oct. 2020.

https://www.spin.com/featured/punk-talks-pinegrove-controversy/

Gil Kaufman. "Pinegrove Prepping Return After Sexual Coercion Claims Against Singer."
Billboard. 27 Sept. 2018. Web. 19 Oct. 2020.

https://www.billboard.com/articles/columns/rock/8477200/pinegrove-prepping-return-sexual-
coercion-claims

Pelly, Jenn. "Reckoning With Pinegrove." Pitchfork. Pitchfork, 26 Sept. 2018. Web. 19 Oct.
2020.

https://pitchfork.com/features/article/reckoning-with-pinegrove/

"Pinegrove." Pinegrove - a Message from Evan: I Am about to Talk About...Web. 19 Oct. 2020.

https://www.facebook.com/Pinegroveband/posts/a-message-from-evani-am-about-to-talk-about-
something-serious-and-i-want-to-begi/10155748505559774/

Richards, Chris. "Perspective | Pinegrove Derailed at the Height of #MeToo. Now the Band
Wants to Sing to Its Skeptics." 28 Feb. 2019. Web. 19 Oct. 2020.

https://www.washingtonpost.com/lifestyle/style/pinegrove-derailed-at-the-height-of-metoo-now-
the-band-wants-to-sing-to-its-skeptics/2019/02/25/02ac30b0-391a-11e9-a2cd-
307b06d0257b_story.html

Sanneh, Kelefa, Masha Gessen, and Carrie Battan. "Pinegrove Stages a Complicated
Comeback." The New Yorker. Web. 19 Oct. 2020.

https://www.newyorker.com/magazine/2020/01/20/pinegrove-stages-a-complicated-comeback
Slingerland, Calum. "Pinegrove Frontman Addresses Sexual Coercion Allegations." Exclaim! -
Canada's Authority on Music, Film and Entertainment. Web. 19 Oct. 2020.

https://exclaim.ca/music/article/pinegrove_frontman_addresses_sexual_coercion_accusations

Soave, Robby. "The Press Coverage of Pinegrove's Comeback Proves That Discredited #MeToo
Allegations Don't Wash Off." Reason.com. Reason, 01 Feb. 2020. Web. 19 Oct. 2020.

https://reason.com/2020/01/31/pinegrove-me-too-evan-stephens-hall/