The Tennent's Mutual is a revolutionary music festival taking place in Scotland that is being paid for by Tennent's Lager, but completely run by "the people".

They are investing the budget they already had for promoting themselves to music lovers, and then they are letting the music fans decide how to spend the budget.

Fans will vote on the location, the line-up, the ticket price, and even which bank to use to finance the gig. All of the money from ticket sales will be reinvested to make the festival bigger and bad-ass-er next year.

Fans take ownership, bands and venues get involved in promoting themselves, and the whole event generates great buzz - all for the same budget that Tennent's was already spending. Genius.