rock-and-roll genre of grassroots marketing.     Courting Angel Fans   Even though the early days were tough for the group, Aerosmith began developing one of its most important assets-angel fans, a term we use to describe fans who discover bands and brands before they become stars. Similar to angel investors who discover fledgling entrepreneurial ventures and swoop in with funds to help them grow and become viable market players, angel fans invest time and money by following a band from venue to venue, forging an emotional bond with the group. Ultimately, they have an altruistic interest in its success, recognizing that although they may not be able to become rock stars, they can be involved with someone who can. Angel fans enthusiastically cheer on their favorite bands from ob- scurity to fame, giving them the chance to tell their once-skeptical friends "I told you so" and boast, "I first saw them when they couldnt sell out Bens Bar and Bowl-O-Rama." It is similar to how people like to talk about the stock they bought for $2 and sold for $65, giving them bragging rights on picking a winner early in the game. Its the equivalent of following a high school star through the ranks of pro- fessional ball in sports. For consumers, it may be discovering a little- known brand, buying from a store before others even know it exists, or pioneering a new way of shopping. The rewards for the faithful include being the first to experience or own something and captur- ing a reputation for being ahead of their time.     Aerosmiths angel fans have followed the group since its Sunapee days-spreading the word about the band, attending every show they could, and hounding record stores until they stocked Aerosmith records. In return, they got bragging rights and accumulated an interesting scrapbook of great stories. To this day, they take pride in the success of their band. Many of them talk in chat rooms about the concerts they attend and tattoo Aerosmith logos on their bodies.     An Affinity for Angel Fans   The loyalty showered on Aerosmith is due in part to its understand- ing its fans in a way that CRM programs cant duplicate and perhaps only corporate culture can. From the time they united, Aerosmiths members well represented the collective voice of the kids of their generation, which made them different from most of the rock groups around during their early years and fostered a better connection to the wants of the market. They had an inherent marketing orientation