Grateful Dead's Viral Marketing

Brian Halligan shares how the Grateful Dead pioneered viral marketing through their innovative approach to concert recordings.

"Let me tell you how the Grateful Dead inspired HubSpot. If you go to a Rolling Stones concert with recording equipment, they'll bounce you at the door. But the Grateful Dead? They had a special taper section - 'Come on in, sit right here, put your microphone up, get your gear all set up.'

Unlike other bands who play the same setlist precisely each night, the Dead changed their show every time. Sometimes it was terrible, but usually quite good. Fans would tape shows in Boston, New York's Giants Stadium, Philly, following them around. After 15 shows, you'd pick the 2-3 really good recordings and make copies for friends.

Then at a party, someone would hear it and ask 'What's this crazy gypsy music?' You'd say 'It's the Grateful Dead - why don't you come with us on the summer tour?' They were the first and best inbound marketers. They gave away all their content and used the best content to spread the word. Before email marketing or social media existed, they were the first to really embrace viral marketing in a modern way, using message boards to build community."