What's a Diamond Worth These Days?

About 122K Downloads, Says Singer-Songwriter Landon Pigg

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Artist: Landon Pigg
Song: "Falling In Love At a Coffee Shop"
Marketer: the Diamond Trading Company
Agency: De Beers
Shaggy-haired RCA signee Landon Pigg is crediting a holiday "Diamond Is Forever" commercial for finally pushing him out of major label purgatory and into fans' ears.

According to Pigg's label, his breathy, understated folk songs have racked up 122,000 downloads on iTunes and for a time even cracked the Top 50. Thankfully for him, De Beers has renewed the campaign and his song "Falling In Love At a Coffee Shop" will continue to air -- and rack up more downloads -- through March.

That seems miraculous, considering the commercial (below) doesn't mention his name anywhere. But Pigg has made the most of it, and -- in addition to a banner ad highlighting the song in the campaign -- adiamondisforever.com worked with his label to make a landing page that features his dreamy mug and a download for the song. Unfortunately, the download doesn't seem to be working at the moment, but, had it worked, the page also has a viral component so you can make your friends swoon to Pigg's delicate diction.

The Nashville-based musician just embarked upon a 10-date tour with fellow pop-folkie Gavin DeGraw, and an EP featuring "Falling In Love At a Coffee Shop" will land sometime this spring.

[Press release]