Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Published on .

In taking on the Establishment, as his generation liked to call it, the Grateful Dead's Jerry Garcia built a highly successful web of new, alternative marketing channels. In bypassing the mass ticket sellers and concert organizers, he invariably took his act straight to his fans-a reminder that shouldn't be lost on today's sports and entertainment promoters. As "Deadheads" the world over mourn Mr. Garcia's passing, we salute him for keeping Establishment marketers on their toes.
Most Popular
In this article: