The news of the Canadian radio station looping the song Killing in the Name by Rage Against The Machine for 30 hours went viral on 30 June 2022. Some speculated that it was a form of protest by the employees of Kiss Radio, which broadcasts on 104.9 from Vancouver, over the dismissal of two colleagues, so much so that many sites relaunched it as such (the song, in fact, contains an explicit line “Fuck you, I won’t do what you tell me!”, however, in the aired version this part was cut out). But The Guardian caught up with and interviewed the station managers, unravelling the mystery: it was just a way to get publicity. In fact, it was a typical gimmick used by broadcasters to attract the attention of listeners: when the news went viral on Twitter, spikes in online ratings were recorded from Canada, the United States, New Zealand and Europe. But it was a marketing operation, to announce a change of format for the station, which switched from soft-rock to alternative music, even changing its name to Sonic Radio.