A few months back, Billy McFarland announced his plan to sell the beleaguered Fyre Festival brand. After seemingly failing to secure a buyer, he opted to list Fyre on eBay. The auction drew some bids, but when it concluded yesterday (July 15) with a final sale price of $245,300, McFarland was disappointed.

As Billboard reports, McFarland was streaming the auction’s final moments live, and as the last bids rolled in, he remarked, “Damn. This sucks, it’s so low.”

However, the tone of a press release he posted on social media following the auction was more upbeat, stating:

“I want to extend my congratulations to the winning bidder of the FYRE Festival IP auction on eBay. I am eager to collaborate with them to initiate the process of finalizing the sale. The FYRE Festival is merely one chapter in my narrative, and I’m thrilled to embark on my next adventure.

The auction became the most-viewed non-charity listing on eBay during its duration, reaffirming the idea that attention is a form of currency, and views are the foundation of that attention. This principle is central to what I am developing next: a tech platform aimed at harnessing and enhancing the value behind every online view. It’s on the way.

Thank you,
Billy”

The identity of the buyer of Fyre remains undisclosed, but during his livestream, McFarland mentioned that it was a recognizable brand and added, “it’s funny.”