Pach believes more in promoting Malaysian music talent than profits. We convinced him to release his debut album online, half-finished. On the website, fans can download half-finished songs, remix and submit them back. The best remixes are credited in the finished album - hopefully helping to jump-start budding music careers. Non musically-inclined fans can use 'Art of the Mix' - a unique online application - to create consumer-generated artwork that's translated into music. The best artwork is adapted for album art and merchandise. This campaign rewrote recording industry rules and let fans contribute to Pach's album in truly meaningful ways.