one of those named, jerry mememe mick billy mcfarland, ceo of fyre media inc. and founder of the festival came up with a unique way to build a buzz. >> we will have the best social influencer campaign ever. we have the biggest people in the world, comedians, actors, actresses. >> as soon as the model started posting, the fyre instagram account started to blow up. >> reporter: he talks about the lengths that fyre media went to maintain their image. >> these comments are killing us. what do we do about all the people talking [ bleep ]. the decision was to screen shot all the legitimate questions and forward that over to the fyre team, and then delete all of the negative comments that were degrading the brand. >> i saw them actively deleting comments, and then turning comments oven material ff so yo saying i don't have my flight information, where do i need to go? >> reporter: it's highlighted in the hulu documentary "fyre fraud." >> there were vendors who dropped out. for everybody this is a red flag. this is one of those things that you kind of question, if they