At Famous Stars & Straps, I worked under the same roof as Travis Barker’s music studio. When Travis and DJ-AM were gearing up to release their second mixtape, I was asked for a creative way to launch the album.
My close friend Matt had recently founded a tech startup in Venice, and was interested in testing the concept of social currency. One night we came up with the idea of offering the mixtape free on a simple microsite to anyone who’d Tweet about it. It was the first ever promotion of its kind, and racked up 15,000 downloads overnight.