David Dallas is dominating the music scene with his unconventional method of sharing his music with the world - and it's obviously paying off.
The 29-year-old artist has released The Rose Tint Deluxe Edition this month, with pop-up stores around Auckland giving fans the chance to get close and
personal with him, and free performances, giveaways and more.
Although free music downloads over the internet are something most musicians avoid, Dallas had a different plan.
The original Rose Tint album, which Dallas says was "recorded in a shack in Avondale" with some of the worst music equipment possible, was given away free over the internet because that was what he wanted to do.
The move was even more impressive as the album was nominated for Album of the Year at this year's New Zealand Music Awards.
The deluxe edition features all 13 tracks from the original album, four new original songs plus a second disc containing all the Rose Tint instrumentals so budding MCs can test their skills.
It's clear this talented rapper doesn't work in a conventional way and makes his mark on whatever he does.
Although he's spending a lot of time here touring and promoting his new release, he's basing himself in New York and has signed to Duck Down records - working with the co-owner and hip hop pioneer, Buckshot.
Dallas has been lucky in that his music videos have been given airtime on MTV, he has met hip-hop star Mos Def and recently swapped numbers with R&B; star Miguel.
"I met him [Miguel] at an industry event, I didn't even know he was going to be there," Dallas said.
"He offered me his number, I was kind of surprised ... he actually text[ed] me up."
But there are still a few big names he would love to meet, learn from and maybe one day work with, including Mob Deep, Outkast, Timbaland and Dr Dre - musicians he grew up with who have had long-lasting careers.
"It's more like to get those people, meet them and get some insight."
But fans should not worry - it's unlikely his musical style will change in his new home as he thinks he'd be silly to change what works.
"I write about life but what inspires me musically is music."
But the rapper, formerly known as Con Psy - one-half of the award-winning hip hop group Frontline - has more to him than just being a talented and successful artist.
He's articulate, actively promotes himself using social media and has an impressive education.
Dallas' rap skills really became noticed on the Scribe track Not Many The Remix - at a time when he had recently finished university, received his computer science degree and was working at an IT company.
"I'd only been rapping for a year tops at that point ... that was my first time in a studio and in front of a camera."
With the success of that single, it was then Dallas realised a hip-hop career was attainable and he's never been disappointed about his change in direction.
For those up-and-coming musicians wanting to take a similar career path, Dallas says: "The most important thing is to have a lot of self-belief."