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Thus the company shunned celebrity endorsements â Kid Rock had been interested â and devoted its budget instead to murketing, sponsoring a series of unlikely gatherings across the country. Like 'some kind of small-scale National Endowment for the Arts for young American outsider culture,' Pabst paid the bills at bike messenger contests, skateboarder movie screenings, and art and indie publishing get-togethers. …
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It's all about proximity, vicinity and shouting distance…