You may know Merlin Mann as the email guy, or maybe you know him as the GTD guy. He’s got a reputation for being a bit of an internet grump, but he seems ok with it because he’s more interested in making good stuff than preening about shiny new objects.
Merlin started a podcast called Back to Work on Dan Benjamin’s 5by5 network a few months ago, and it didn’t take long for it to catch on. We thought it would be fun to do something a little bit different from a typical sponsorship for the show, and Merlin had this idea to write and record a rock opera in five parts. As it turns out, he was kind of a big deal back in the day, so MailChimp commissioned the rock opera and told him to go wild.
We tend to think that sponsorship is more fun for everyone when we forget about trying to pitch a marketing message and figure out creative ways to celebrate the thing we’re sponsoring instead. That’s why we make custom slides and coasters and rock operas. They’re more engaging, more memorable, and they actually generate way more interest in MailChimp than a bulleted list of reasons to create an account.
Anyway, Merlin came back with “Sometimes There’s A Man,” a set of songs that’s totally weird and self-referential and exactly what we hoped it would be. Fans of the show have already heard it, but we thought we’d give it a proper home and make it available to everyone. We even threw in some desktop wallpapers so you can cherish it forever.
Listen, download and enjoy Sometimes There’s A Man.

There are no words to describe the genius of ‘Sometimes There’s A Man’.
(Can I be persnickety though, and say that the level of the audio on tracks two to five are a little low)
Favourite lyrics so far: “…with your purple bangy hand” and the fact that the genre is set to ‘prog rock’.
And what does this have to do with MailChimp? MC isn’t even mentioned anywhere. The tracks seem to be of Merlin professing his love for Dan. WTF?!
Exactly, Steve. Exactly.
Our goal with this was to do something fun that would benefit the listeners of the show. The fact that it doesn’t have anything to do with MailChimp is precisely the point. Plus, hearing Merlin profess his love for Dan never really gets old to us.
That’s the point
I don’t know about you but I take comfort in that. It’s good knowin’ he’s out there. Merlin. Takin’ ‘er easy for all us sinners. Shoosh.
Love the rock opera. I started using Mail Chimp immediately after I heard it. I am compaining at work that we adopt it for the whole organization. Keep up your creativity!
Exactly, Steve. Exactly. http://marce.li/no/93
We Commissioned A Rock Opera http://t.co/pfHyHUN
Thanks for commissioning this, MailChimp. It’s so good.
I have been inspired to make a million dollars so I can give you half. Also I sing this in the shower.
Ha, awesome! Listening to it now
And yes, totally agree that unique and memorable marketing concepts are far more effective than your boring, bog standard stuff.
This. Is. Awesome. Best sponsorship idea ever!
very creative marketing #mailchimp /// We Commissioned A Rock Opera http://t.co/PNawq7N
.@adamjsaint @SeanFiliatrault RT “@brainpicker: … I adore @MailChimp – @hotdogsladies makes a rock opera http://j.mp/njFTXE”
Mailchimp commissioned a rock opera: http://t.co/QaBGp6d (by Merlin Mann)
We Commissioned A Rock Opera http://t.co/Kkon1I4 (The @danbenjamin @hotdogsladies rock opera is done. And awesome.)
[...] Lynch and Merlin Mann:Which makes perfect sense when you consider how MailChimp once commissioned a rock opera with Mr. Mann, who happens to go by the Twitter handle “@hotdogsladies,” and when you consider that [...]