To recreate the word-of-mouth phenomenon that made them famous, the xx shared their album stream Coexist with a single fan just outside London last week – days before its official US release. It was a risky marketing move that set out to test whether the band could replicate their initial viral success with a map that tracked shares with a visualization on the Coexist stream’s host site. Twenty-four hours after the stream was shared with a fan on Facebook, the site crashed from the millions of streams, with the average user spending 2.1 hours on the site. Read the full story at The Guardian.
How the xx shared their new album Coexist by releasing it to just one fan
Author: Shelly Palmer
Shelly Palmer is Fox 5 New York's On-air Tech Expert (WNYW-TV) and the host of Fox Television's monthly show Shelly Palmer Digital Living. He also hosts United Stations Radio Network's, Shelly Palmer Digital Living Daily, a daily syndicated radio report that features insightful commentary and a unique insiders take on the biggest stories in technology, media, and entertainment. He is Managing Director of Advanced Media Ventures Group, LLC an industry-leading advisory and business development firm and a member of the Executive Committee of the National Academy of Television Arts & Sciences (the organization that bestows the coveted Emmy® Awards).