Travis, who is kind of a big deal in pop music, is able to maintain his own Tumblelog without help from his label or any other large entity. This means he can connect with fans directly (ie, without adult supervision) and promote, in this case, a non-mainstream side project. Travis himself is a brand, and, if this lasts, is using Tumblr to take control of his own PR and marketing.

Also, he doesn’t have a mountain of friend requests or messages from fans: no equivalent to those MyFace contructions exists here.

This song is called BROOKLYNBASEMENT and the band is called TEQUILA MOCKINGBIRD.