I've got the album (it's our secret) and I have yet to listen to it but I've heard it's decent. I can't say I'm a fan but he has a decent InterWeb buzz so I am going to give it a listen.
As far as this marketing ploy, it *might* work but only if it gets some play on mainstream media outlets which I very seriously doubt will happen. Moreso than shrewd marketing I'd call this viral marketing.