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Creative marketing catapulted his album from sleeper to bestseller.

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This story appears in the January 2006 issue of Entrepreneur. Subscribe »

Moby describes his music--which incorporates elements ranging from classical to punk rock-as "eclectic." Others describe it as innovative. Regardless, this platinum-selling artist takes the award for originality when it comes to spreading his music.

In 1999, when his newly released album, Play, was drawing weak sales, Moby generated interest by licensing each of the album's 18 tracks to be used in films, TV shows or commercials. Play became the first album to be licensed in its entirety. Moby's decision resulted in the sale of more than 10 million copies of the album worldwide--and changed the way music is marketed.

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