> ## Content Index > Fetch the complete content index at: https://www.hypebot.com/llms.txt > Use this file to discover other available public pages before exploring further. # Tenacious D Marketing Music On Reddit’s AMA [CASE STUDY] - URL: https://www.hypebot.com/case-study-tenacious-d-on-reddits-ama-ask-me-anything/ - Published: 2012-06-06T12:30:00.000Z - Updated: 2012-06-06T12:30:00.000Z - Description: Reddit's community-grown Ask Me Anything (AMA) forum could also be called the Anti-Marketing Association. Yes, people do participate with specific marketing goals in mind but it's possibly best approached as. Continue reading [https://www.hypebot.com/hypebot/2012/06/case-study-tenacious-d-on-reddits - Author: Guest Author - Tags: Music Marketing, Social Media, reddit ama, Tenacious D, #wp, #wp-post, #Import 2026-01-21 10:49 [![Tenacious-reddit](http://hypebot.typepad.com/.a/6a00d83451b36c69e20167671d3a25970b-150wi "Tenacious-reddit")](http://hypebot.typepad.com/.a/6a00d83451b36c69e20167671d3a25970b-popup?ref=hypebot.com) ****Reddit's community-grown Ask Me Anything (AMA) forum could also be called the Anti-Marketing Association. Yes, people do participate with specific marketing goals in mind but it's possibly best approached as a branding opportunity rather than a chance to boost sales of any particular product. Recently Tenacious D took the Reddit AMA stage with the help of Lee Martin.** Tenacious D planned a visit to Reddit as a sort of adjunct to their promotional work for [Rize of the Fenix](http://rizeofthefenix.com/?ref=hypebot.com) since Reddit's IAmA AMA or AMAA (Ask Me Almost Anything) isn't a promotional space per se. Woody Harrelson [was not informed](http://www.huffingtonpost.com/2012/02/06/woody-harrelson-enrages-redditors-with-marketing-attempt%5Fn%5F1257871.html?ref=hypebot.com) of this key subcultural dynamic and had an [awful visit](http://www.reddit.com/r/IAmA/comments/p9a1v/im%5Fwoody%5Fharrelson%5Fama/?ref=hypebot.com). As one participant stated after Harrelson's exit: **"Reddit isn't a good venue to pitch your movie,** **it's a venue to pitch yourself."** Steve Albini [seemed to get the idea](http://www.reddit.com/r/IAmA/comments/td90c/i%5Fam%5Fsteve%5Falbini%5Fask%5Fme%5Fanything/?ref=hypebot.com) and went on Reddit as Steve Albini. He didn't push product but he generated numerous strong quotes that made for [great coverage](https://www.google.com/search?q=reddit+ama+steve+albini&ref=hypebot.com) after the fact. Reddit's [IAmA Forum](http://www.reddit.com/r/IAmA/?ref=hypebot.com), also referred to as AMA, stipulates that AMA sessions "should focus on:" "Something uncommon that plays a central role in your life -or-" "A truly interesting and unique event (Ex: I climbed Mt. Everest)" Or be a celebrity. For the non-celebrity musicians out there, the ideal would be to appear based on something "uncommon", "interesting" or "unique" about yourself and/or your life beyond the fact that you're a musician. At all levels of the game, in a marketing sense Reddit visits are about branding. It may even be best to go when you don't have anything to promote other than your own existence. **Tenacious D [appeared on Reddit](http://www.reddit.com/r/IAmA/comments/tit2z/iama%5Ftenacious%5Fd%5Fjack%5Fblack%5Fkyle%5Fgass%5Fama%5Fwith/?ref=hypebot.com) May 11.** Lee Martin (Experimental Development for SoundCloud) shared a "**[three-part cheat sheet](http://leemart.in/artists-ama-guide?ref=hypebot.com)**" on how he "prepared for, promoted, and executed the event." The following is from that post: **I. Prepare the Band (and Yourself)** Be prepared to answer questions that are completely unrelated. Reddit is NYPA or Not Your Personal Army. Questions may seem controversial compared to other Q&As you've done in the past. **II. Promote Her Gently** Started promotion two weeks prior to the AMA by setting up a simple save the date website at [TheD.AM/A](http://thed.am/a?ref=hypebot.com). Dropped Reddit a note so they properly listed the band on the Upcoming AMAs chart within the main [IAmA subreddit](http://www.reddit.com/r/IAmA?ref=hypebot.com). Do a nice round of social posts. **III. The Final Showdown** One hour before the band was ready…logged in and created the actual AMA topic on Reddit. All AMA's must include some form of proof which can be as simple as a photo of the artist holding up a sign with their Reddit username and the current date. Thanks to Reddit's built-in voting functionality, the most popular questions are sent right to the top of your AMA topic. **In Summary** Tenacious D received over 5000 questions and comments in a little over an hour, and we did our best to answer as many as possible…we absolutely loved how the Reddit community reacted to it in real-time. There's much more [at Lee Martin's blog](http://leemart.in/artists-ama-guide?ref=hypebot.com). It's a nicely detailed description of a solid appearance on Reddit AMA. **More:** - [Jack Black's Tenacious D Reunite, Search For A New Roadie](https://www.hypebot.com/weeekend-fun-jack-blacks-tenacious-d-reunite-search-for-a-new-roadie/) - [Rock Star Marketing: M.I.A. Flips the Bird, Tenacious D Rizes, Flaming Lips Sing with Siri](https://www.hypebot.com/rock-star-marketing-mia-tenacious-d-flaming-lips/) *Hypebot Senior Contributor Clyde Smith blogs about business at [Flux Research: Business Changes](http://www.fluxresearch.com/?ref=hypebot.com) and about dance at [All World Dance: News](http://www.allworlddance.com/?ref=hypebot.com). To suggest topics for Hypebot, contact:* clyde(at)fluxresearch(dot)com .