Former Porn Marketer Turned PR Consultant Takes Credit For The Martin Shkreli You See Today

Meet Mike Kulich.
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When Martin Shkreli first came on the public's radar last September, via an article in the Timesabout how he didn't understand the big deal over jacking up the price of a drug from $13.50/tablet to $750/tablet, it was as a pharma a$$hole. When he was arrested by the FBI in December on securities fraud charges stemming from his prior career as a hedge fund manager, people got to additionally see him as an (alleged!) investment professional a$$hole.

At that point, one might have naturally expected an enterprising public relations person to see an opportunity to sign Shkreli as a client, advising him in the various ways he could attempt to take his reputation as a pharma/investment professional a$$hole and improve it ever so slightly. Get the word out about the charitable works the guy does. The kittens he's rescued from trees. His passion for environmental issues. His close personal friendship with Oprah. That sort of thing.

Mike Kulich, who cut his teeth doing marketing for the porn industry, had another idea: To change the conversation from Martin Shkreli is an a$$hole for reasons you already know about to Martin Shkreli is an a$$hole things you don't know about (and also to increase his client's following on Twitter.)

After that [Vice] interview, no one was talking about drug pricing. Everyone was talking about the Wu Tang album. [The group released a single copy of Once Upon a Time in Shaolin; it had recently been revealed that Shkreli had purchased it for $2 million.] We'd steered the conversation away from the drug-pricing issue. People knew about the album then, and TMZ went to Ghostface [Killah, a member of Wu Tang], and asked him what he thought about Martin Shkreli. And he called him a "shithead." Martin really came up with what he wanted to do with his "dis" video. He's standing in his apartment with three hooded goons. He's like "Ghostface, I butter your bread." Within a day it got like, maybe four million hits. We gave it to TMZ to break. We were just really looking for the attention and the spotlight at that time. And that's what we got. Everyone was talking about him. He was trending on Twitter for like three days.

What This Guy Learned From Doing Martin Shkreli's PR [Inc]

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