A couple of guys performing their song with iPhones on the subway. I love this for so many reasons. What better way to achieve an intimate experience with your audience then to sit next to them and brighten a dull part of their days. The video captures the sentiment and I can't help but "toss some coins into the guitar case" and buy their single, which they smartly link to in the video. At a time when music networks like MySpace are making music discovery their primary strategy, these guys forgo the middle man and bring the discovery directly to the audience. Playing the song on their iPhones is both memorable and practical - much easier to carry around phones than guitars and drums. There is a viral marketing component (which succeeded in part to TechCrunch's coverage). They may even get themselves featured in an Apple commercial. If the band Atomic Tom 'makes it', they may look back to this day as the turning point.
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