Hammer was one of the first celebrities to join Twitter and it provided him the perfect platform to rebuild his image, according to
2Machines.
In fact, Hammer is one of the first celebrities to really push the power of Twitter. Conway, a famed Silicon Valley angel investor and early Twitter investor, said Hammer called him one day and said, “We have to go visit Twitter.” Conway was already an investor, but Hammer wanted to see for himself:
He sat across from Twitter founders Evan Williams, Jack Dorsey and Biz Stone, Conway said, and asked, “Do you know what you have here?” Hammer explained that within five years, artists would use Twitter to build audiences, advertise concerts and even sell tickets. The fans could vote on playlists, he said, and then the musicians could collaborate with them before and after the shows.
In 2014, Hammer released his “Don’t Go” video through a private release Twitter campaign to his 3.4 million Twitter followers. With “Don’t Go”, he showcased a do-it-yourself distribution model, leveraging his position as the world’s 585th most followed Twitter account.