Mumford and Sons might be one of the most despised bands of the moment. However, they are shifting units thanks to a loyal following of fans and an interesting approach to building and marketing their brand.

While Mumford and Sons might be one of the most despised bands of the moment, accused of and charged as guilty for hijacking American folk music and selling it back.

However, they are shifting units thanks to a loyal following of fans and an interesting approach to building and marketing their brand.

Like many, they believe that the mass marketing and promotion of bands leads to a less of integrity, that it’s better for someone to discover a band for themselves, than be told by a record company.

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