CHAPTER 2
The Two-Ounce Culture: Why Smart Brands Sample
CASE STUDY: SUGARLAND
All bands give away concert tickets to fans. In 2009, Sugarland took the process to a whole new level, giving away pairs of tickets to anyone who cared to look for them–and sharing a little of themselves in the process.
First, some background.
Sugarland is a country music duo with a twist. As any fan of the genre can tell you, country music these days is divided between purists and mainstream fans. The latter group is more likely to embrace a Taylor Swift or a Brad Paisley, while the former casts a suspicious eye on any artist who can’t speak at length on the virtues ...
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