The Grateful Dead violated all the rules when it came to promoting music. They encouraged fans to copy music, record concerts, trade tapes and much more. In an era before the internet, the Dead were guilty of everything the recording industry attributes to the decline in record sales.
Breaking all the rules, they became the single greatest concert band in history. Their fan base literally outlived the band, and their merchandise decorates an entire sub-culture to this day.
I just ordered this book on Kindle, and I'll post some reviews and insights as I read. I wanted to share the link early, because many of you may want to follow along.
Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History