NEW YORK: Sony Music Entertainment and Legacy Recordings are using media relations and viral tactics to spread the word about the launch of Woodstock.com, an online community for fans of live music and the Woodstock experience. The site launched on June 1, as a partnership with Michael Lang and Joel Rosenman's Woodstock Ventures, and pulled a lot from the history of Woodstock to build up the site.

"We wanted this to spread on a very organic and viral ...