Many promoters discovered the city's plans through 24HrPHL, a local group dedicated to gathering and sharing information on the local nightlife scene. Michael Fichman, a city planner, DJ and founder of 24HrPHL, isn't sure whether the city's cultural communities will suffer. But getting the word out on the initiative is key, he said, especially because street promotions happen in myriad of ways. Sometimes, it's a freelancer such as Gaines, who gets a gig from local businesses and then hits the streets. But it's also a choice tactic for record labels, Fichman pointed out, who might hire a marketing agency, which then dispatches an intern-manned street team, with the hosting venue unaware.