In an awesome marketing move that shows the power of consumers and viral messaging, indie band The xx sent its album to one fan, who then helped spread it around the world.

In an awesome marketing move that shows the power of consumers and viral messaging, indie band The xx sent its album to one fan, who then helped spread it around the world. Fans can even track how the album is being passed around in-real time, enabling them to see how they are contributing to the band’s success. (Fast Company)