The folks at Nashville independent radio station Lightning 100 showcased 32 of Music City's artists on the verge of making it big, and at the same time they highlighted their own indie brand in a success story we just had to share.

The idea was to get 32 great Nashville-area bands, play their songs on the radio and have their friends and fans register and vote for them on Lightning 100′s website. The promotion was called "Music City Mayhem," which happily coincided with the NCAA "March Madness" basketball tournaments.

By using Emma's signup screens for registering voters and Emma's surveys for counting the votes, Lightning 100 added more than 5,000 email addresses to its database while providing a ton of exposure to the 32 artists who participated, said Brian Waters, the New Media Content Coordinator for Lightning 100 (also known as WRLT-FM, if you happen to work