As an independent magazine publisher, I was always interested in low-cost ways to market to new audiences. And I was always fascinated by graffiti artists ability to do this so effectively. So as a experiment, we asked some friends to create poster art on behalf of the magazine. We refused to sell the posters but instead gave them away to anyone that promised to wheat-paste them in their town or city.
Coincidentally, our friends (Shepard Fairey, Kaws, Barry McGee and Misha Hollenbach) were at the beginning of what turned out to be meteoric art careers.
The posters we're followed up by a toy series and, for better or worse, the project's success spawned a wave of 'artist x brand collab' marketing initiatives that continue to this day.