It's been 4 years since Joe Pug quit his day job as a carpenter, but his remarkable rise in the music world has been driven by the same hard-worn work ethic. His path has been an unusual one, which has often challenged the traditional rulebook of the music industry, but even now as he prepares to release his second album "The Great Despiser", it has always been characterized by one prevailing idea: Find a way.
After dropping out of college the day before he was to start his senior year, he moved to Chicago and picked up the guitar he hadn't played since his teenage years. The songs that he wrote would eventually become the “Nation of Heat EP”, a self-released gem that has gone on to sell over 20,000 copies. It was in those heady early days that the idea was born for a unique promotional strategy that would launch Pug into the national consciousness. In an increasingly fragmented and disorganized music industry, it was harder and harder for a new artist to break through the white noise. With no publicist and no access to radio, Pug decided to recruit his fans to help spread the word. He took his most popular songs, printed up CDs, and offered to send them free of charge to anyone who wanted to share his music with their friends. And share they did. "People requested 2 copies, 5 copies, 10 copies, 20 copies. We'd send them all. We even covered the postage," he remembers. The impact was immediate and undeniable. "Suddenly we'd be rolling into towns that we'd never been before and there would be crowds there who knew the songs. Our fans essentially became like a radio station for us, and they still are. " While skyrocketing demand eventually forced a switch over to a digital version, the offer remains to this day at joepugmusic.com, and has been downloaded over 30,000 times.
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