DIY Marketing? Or old fashioned street level promotion...

While I appreciate the ingenuity that this article suggests, I'm far from thinking it's a brand new concept. Being in media, and knowing how a lot of local promotions are created, this isn't far from that same tactics that a lot of businesses use.  The idea is to combine yourself or your product and bring it to people, on a personal level.  Now in music, this probably is something new.  Rather than embarking on a concert series, they are breaking down the typical barriers and making an 'On Demand' model.  Pretty cool.  And it highlights and even more interesting thought, which is borrowing best practices from other industries and bringing them to yours.