It's Marketing Gold, Jerry!

The vast bulk of what I write here at IA specifically is about music that a band is making. Sure, every now and then, something like Lykke Li's "Little Bit" video blows my mind, but for the most part, I stick to my wheelhouse.

Today, however, is the exception. Austin-based Full Service wrote to let us know about what is quite possibly the most interesting promo tour I've ever seen. To promote their latest, The Dig, the boys in the band are staging a month-long Takeover Tour to coincide with this summer's 311 and Snoop Dog tour rolling across America. What is a takeover tour, you may well be asking. Well, Full Service will play outside of the arena venues, before the inside concert begins, at all fourteen stops along the tour, beginning in Philadelphia July 15th and ending in Austin on August 2. The band is also booking late-night club dates in the each city after almost every takeover.

In the words of drummer Hoagman, "We were not invited by any means. This is parasitic infiltration at its best. Will it be our greatest Takeover of all time? All signs point to yes."

If that's not marketing genius, well, I don't know what is.

mp3: Hi Ho