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Suffering from insomnia while working loading Coca-Cola trucks in his hometown Owatonna, Minnesota, Adam Young turned to composing music. He began uploading songs recorded in his parents' basement to Myspace. He started to receive favorable attention for his music and then helped cultivate this nascent fan base by being an open and accessible web presence, responding to any messages he received and constantly posting blogs. His manager Steve Bursky later highlighted the significance of Young's engaging online manner in building his following saying: "People feel like they know him, like they've got a direct connection to him because of how he approaches his connection with them online.

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