People take pride in knowing names before they actually become famous, thus, making them "true fans".
To play on the fact that artists have stage-names and make the connection that unknown names are waiting to be known.
Underground concerts shall be advertised under the birth names of the artists (eg: this poster shows Nicki Minaj’s birth name). The hardcore fans who recognise the names can tear off a free ticket to see their favourite artists play at local clubs.
These “lenticular” billboards have two views. Passers-by will see the transformation of artists with one photo morphing into the other.