We developed an idea, Band On Demand. Fundamentally, a series of rock and roll concerts around Australia. We recruited Austrlia's biggest bands, assembled them at the concert, and the audience voted for who would play. Nobody knew who would be playing until the curtain dropped. Cards with codes for one free download were also distributed to the audience at the gig, driving them back to the site.

The promotion generated masses of exposure around Australia with the concert series being referred to in unpaid editorial as a world first in national news programmes. Thousands of Australians all around the country attended the concerts, increase in year on year digital music sales during the promotional period; Aug +44%, Sept +47%, Oct +40%, Nov +88% (Oerall +55%).