“At SXSW, we posted guerrilla OOH posters and invited countless leaders of the creative industry to a ‘new’ music festival featuring ‘up-and-coming’ talent, alluding that attendees would be in for a sneak peek of some of tomorrow’s best music. Throughout the show, the audience went wild. Four bands each played a 45-minute set. Concertgoers shared the event on social media to celebrate the experience of great live music. What they didn’t know was that they were listening to the music the creative industry loves to hate: stock music. The musicians and the songs they performed all came from the BMGPM stock music library. When it was finally revealed to the crowd what they were listening to, they were stunned. Attendees acknowledged that their preconceived notions about stock music were broken, and admitted they’d had it wrong all along.”