I always like seeing examples of creative-types embracing the new digital frontier instead of shrinking from it. Reznor is a great example of this. He had been hiding usb drives with his songs on them in bathrooms at his concerts which fans would discover, take home, listen to and share. Also, low tech scavenger hunts like this:
Take, for example, this story in the LA Times about Reznor hiding concert tickets around Los Angeles, under rocks and in drainpipes, and then putting up coordinates and clues on the Nine Inch Nails website, sending fans racing across the city to see if they can find the free tickets. While it may be a little silly, it is yet another way for Reznor to build up a really loyal fanbase. He's making being a fan fun. Sure, it's not for everyone, but it's certainly adding value to the "true fans" that support Reznor.
