Thinking way outside-the-box, Boston rock band The Lights Out saw an 80% increase in web traffic and gained a legion of new fans by mixing greek mythology with –(wait for it)– online dating!

Music promotion doesn’t have to be by-the-book.

First, the band created a backstory for their new EP, detailing a mysterious encounter at Burning Man with “a Les Paul-wielding centaur babe, with flaming hair and skin unmarred by the desert sun.”

Guitarist Adam Ritchie explains to the Boston Phoenix (another fabled creature!):

“She kicked up her heels, winked at us and galloped off into the sunset. We knew the rest of the band wouldn’t believe us, so it’s a good thing Jesse managed to snap a photo before she disappeared. When we got home, we showed it to Matt [King, Lights Out bassist], who smiled and said, “Now that is one fine rock pony.” And that’s how our EP got a name and a cover.”

But the band didn’t stop there…

Dating centaurs ain’t for the faint of heart.

Apparently, the Rock Pony eats twee indie rockers alive! She loves spearing beta-males. She’s looking for a stud, but he’s got to be tough enough to “stand up to a kick in the chest.” I suppose her love of the movie “Seabiscuit” suggests a sensitive side, though.

All that and more, according to Rock Pony’s online dating profile at OkCupid.

The band now manages a a profile on Rock Pony’s behalf, and they’ve answered over 100 personal messages to the mythological creature who appeared on their album cover.

Don’t be afraid to try something new.

It sounds like the band has had a lot of fun with the whole thing.  By combining online-dating culture with mythology and a touch of the absurd, The Lights Out have gained new fans for their arena rock sound. Plus, it hasn’t cost them a cent!

Have you done something surprising, singular, or silly to promote your music? How did it go? We’d love to hear about your experience. Please feel free to leave comments in the section below.

-Chris R. at CD Baby

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