Childhood Addiction To Now & Laters Inspires Promotion

One of the more interesting promotions I've heard of in a while comes from Tommy Danger, the Now & Laterman who related in his recent newsletter:

The Now & Laterman concept began in the streets of NYC before we had
mixtapes, websites, or a TV Show. The grind started with the passion
to let the world know who I am as an Artist without giving out flyers.
We looked at what has been a part of me since my child hood, which is
candy "Now & Laters" that I would OD on. In front of SOB's 2 years
ago at a social lounge function for Allhiphop.com I would approach
people, tell them my name, what my plans were and give them a pack of
Now & Laters in exchange for their e-mail address. We worked outside
the venue till we had 200 email addresses.

He also drew on the Now & Laters concept in another way:
The rest fell into the Now & Laterman mixtapes volumes 1-9 which are in Flavors instead of just numbers.

What I especially like about this approach is that it wasn't just a matter of trying to come up with something different to catch people's attention but it was drawn from an aspect of Tommy's own life that ultimately informed aspects of both his art and marketing.

MySpace page: Tommy Danger