"Independent hip-hop act Atmosphere wanted to create buzz in the music world and achieve major market airplay for their new album, "When Life Gives You Lemons, You Paint That Shit Gold." So we embraced the name, expletive and all. PaintThatShitGold.com allowed music fans to graffiti anything on the Web while listening to singles from the new album. From whitehouse.gov to myspace.com, no site was safe. To promote airplay in major markets, we reached out to radio stations with personalized graffiti messages on their sites from the band. Besides unleashing the talents of thousands of virtual vandals, the site helped launch the album to #5 on the Billboard 200, right alongside big-label artists such as Beyoncé."