We arranged for Oasis to teach over twenty New York City street-musicians new songs from their yet-to-be released album. Those musicians then took to the streets to perform the songs, weeks before the album was launched. News of the campaign was spread through PR, Oasis fan sites, the New York City website and people at the performances. The event received worldwide press coverage. The content captured by fans garnered 200,000 views on YouTube, Flickr and the NYC website. Then, the documentary premiered internationally on the MySpace network and received over 520,000 views and a second wave of global press coverage. 'Dig Out Your Soul' became the first US top ten album for Oasis in ten years.
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