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, they needed a creative way to launch the album and get people talking.
An old friend had recently founded a tech startup in Venice, and was interested in testing the concept of social currency. 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.