The book is about the band, The Libertines, and they were pioneers among other musicians in the age of internet, releasing versions of their songs on the web and embraced communicating with their fans through email. In an article at the Times, Thornton tells us that he decided to market the book with this spirit in mind, and he started with the website of the book:
Sure, other books have had webpages but often they are perfunctory. And as a former editor of the music website nme.com, I knew I had to do something different. Bound Together would have its own site: pages from the book showing Roger Sargent’s intimate photographs of the band; quotes that served as previews; and a countdown to its publication — days, hours, minutes and seconds. It made the book’s appearance an event.But things really took off when he registered the book on MySpace:
I imagined that interest would be minimal — after all, the book wasn’t due out for two months and no one knew it was coming. In the course of the first week a handful of people “made friends” with the book: close mates, hardcore Libertines fans and those who stumbled on it by mistake (some looking for De Sade sites). I sent a message to each one thanking them: it was a simple courtesy. Suddenly, it mushroomed: first there were five people a day, then 10, then 15 then 25 people wanting to be “friends” with the book. Some asked questions: each received a reply. All my spare hours were spent talking to people who seemed almost as excited about the publication as I was.So his secret was a cool website and generating buzz in an online community portal? Man, how does he make it sound so easy?
Two weeks before publication, the book hit Amazon’s Top Ten bestselling pre-orders.