They got started using whats known as "viral marketing" this is basically word-of-mouth marketing via blogs, internet forums and social networking websites.They were one of the first bands to realise that giving away their music for free could potentially be very beneficial to them; they started off by giving it to friends, who gave it to their friends and so forth. Before they knew it, they were topping the charts. They were not bothered that people were copying the music and giving it away, they saw it as a good things, more people were hearing them and liking them! they just accepted this as something they had to do as a step towards ultimate fame. They didn't need to sing any record deals with big companies as there was just no need, they had everything they needed by this point; giving away their music lead to a solid fan base, who sometimes out of loyalty brought their album, the word of mouth buzz meant sales increased on their album, the money from these sales went to paying for live gigs, the profit made on these gigs went towards making a new album, and after a short while, they had it all, and all without a record label.
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