Michael Walker is a keyboardist for the band Paradise Fears, who made headlines years ago for a thing they called "tour hacking." What they did was sold 24,000 CDs at around $10 in just a few months to fans standing in line for concerts. Not their concerts. This is the DIY method of DIY'ers.

Obviously this tactic doesn't really work anymore, so we talk about the evolution and what that turned into, what his ideas are now, and how you can turn those tour hacking ideas into something that works today. We went deep into marketing concepts, tactics, and human psychology.