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the Guardianfrom the Guardian

How the xx shared their new album Coexist by releasing it to just one fan

(Marketing) To recreate the word-of-mouth phenomenon that made them famous, the xx shared their album stream Coexist with a single fan just outside London last week – days before its official US release. It was a risky marketing move that set out to test whether the band could replicate their initial viral success with a map that tracked shares with a visualization on the Coexist stream's host site.