This segment originally aired Oct. 12, 2016, on VICE News Tonight on HBO.From Rihanna to Taylor Swift, a musician’s “brand” has become almost as important as the music itself. But back in the 1970s, branding was still a new concept in the music industry.Legendary rock and roll manager Shep Gordon pioneered the idea of creating individual brands for musicians. For example: Gordon wrapped Alice Cooper’s 1972 vinyl record “School’s Out” in flammable panties and sent them from Canada, knowing full well they would be stopped at the American border and cause a scene. He made sure a reporter at The Washington Post was there to record the infamous publicity stunt.Gordon’s new memoir, “They Call Me Supermensch,” explores some of the other crazy PR coups in music history.