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  • The xx sent their latest album to one lone fan, who kick-started the sharing frenzy
  • The xx sent their latest album to one lone fan, who kick-started the sharing frenzy
    The xx (2012) ©
CASE STUDY

Why did The xx only tell one fan about their new album?

As legal music sharing becomes ever more integrated with social networks, are experimental releases like The xx’s viral freebie a sign of an industry loosening its shackles?