What did one Grateful Dead fan say to the other when the drugs wore off? "Man, this music sucks!" Jokes aside, no one can argue the cultural influence of the Dead and the legions of loyal Deadheads who continue to love the band. And a big part of how it happened was due to the band's pioneering content marketing approach. Instead of banning recording at concerts, the Dead actively encouraged audience taping and distribution of the band's legendary live shows.