Tyler the Creator and Odd Future built their brand by giving music away for free.  They used the Internet to create a cult following. They built relationships with their fans through Twitter and Tumblr.  They also posted homemade music videos on YouTube.  Their website provided fans with free music but they had to pay for merchandise. Odd Future made money by selling t-shirts, caps and other accessories.  They used free music as a promotional tool for their concerts and other items. Grassroots support is helping them move from the tail to the head.  Last year, they signed a deal with Sony that’s gave them 100% creative and managerial control as well as ownership of past, present and future master versions of their work. Giving away music has been a profitable strategy for Tyler the Creator and Odd Future.