A Newmatic Army Drops in on SXSW

Nashville band Newmatic, like many of the bands descending upon Austin for SXSW 2010, were eager to promote their music. Adopting a unique alternative to face-to-face interaction with festival-goers, Newmatic took to the skies, sending hundreds of little plastic paratroopers from rooftop bars into the crowd below. Each mini-man came equipped with a business card containing the band's photo one one side and an offer for a free song download on the other, all sent from above.

The band passed through Austin during a 13-day mini-tour, their first together since forming in late 2008, making new fans and learning valuable touring lessons along the way. "We didn't know what to expect. Some nights there was nobody there and some nights there were 150 people," said Brian Fuente, the band's lead singer. "It was more of a learning experience than an official work-your-a---off tour."

Amanda Hensel is a contributor from Seed.com.