[column width=”47%” padding=”3%”]

[column width=”47%” padding=”3%”]



Getting the most out of the least effort

For the launch of the second album of London’s promising newcomer band The xx, their marketing guy, Adam Farrell, VP Beggars Group in New York, had them pass out the address of the album’s preview website on Sept. 3rd to but one single fan (from southeastern England) through email.

The experiment ended this Tuesday (9/11) and millions of visitors have listened to the album song streamings.

Watch the data visualization of this amazing wom experiment here.


Those of you seeking an explanation for how – in a time of vapour and much excitement – word of mouth makes for solid gain, come here tomorrow for more insights.


The Guardian.

Arnold Plan on Coexist.

Find Brian Lufkin’s article here.

Get your copy here.