Sorry I'm late to this whole conversation, but I guess I'll throw in my perspective on the situation. I'm a fan from the US and I had no idea who he was until I happened to stumble upon one of his music videos and liked what I heard. I'd say marketing was definitely a factor at some level: whether they marketed to the wrong audience or just plain didn't do enough. I've found a handful of avid fans around the university that I formerly attended, and I think a lot of people just haven't been exposed to it. I don't know for sure (although my degree is in Strategic Communication ;) ), but I think they should have focused more on grassroots marketing to college-aged students. Just my personal opinion... who knows?!
