Best Self-Promotion Gimmick (2010)

Online World Tour Candy Claws

The world is getting wise to the ways of the big labels, and the ways aren't working, anyway. Which paves the way for enterprising little bands like Candy Claws, which started with the one thing you absolutely must have before any self-promotion technique has a shot: great music. In the Dream of the Sea Life, released last year, is a record with beauty and depth, and the act debuted music videos for each song on a different music blog around the world. Something's working — the group signed with Indiecator Records in Dublin — and we're guessing the sleeve has not been emptied of tricks.