With the recent pop music trend of releasing albums before their expected release date, local guitarist Lorenzo Perez wishes that music fans would take a step back in time.

“My band has literally been doing that ever since we started,” Perez said. “It makes me angry that everyone thinks this is some new trend.”

Perez, guitarist and lead singer for the Lincoln-based band Dry Milk, says that his band has never prepared a release before, and rely heavily on word-of-mouth advertising.

“It just ticks me off,” Perez said. “Acts like Earl Sweatshirt, Death Grips and Kendrick Lamar definitely ripped off our style when they released their albums without warning. We’ve never given any warning when we released any of our dozens of albums in the past few years.”

“One of our favorite ways to release an album is by slipping it into purses, bags, and the like,” Perez added. “Almost like reverse pickpocketing, you know?”

The band, which has performed in various Lincoln garages, has been recording since their formation in 2006 and releases 8-10 albums per year.

“We really have a high volume approach,” Perez explained. “We stack releases too. One time, we released an album five days in a row.”

Perez admitted that while his strategy is unconventional, the band has achieved a level of success that they never would have dreamed of back in 2006.

“Never in a million years would we have expected to have such good record distribution,” Perez said. “I really feel like someday, we might play a scheduled show or have a scheduled release.”

While Dry Milk has yet to make any money off of their strategy, Perez said it is only a matter of time before their guerilla marketing tactics pay off.

“We are really on the edge of hitting the big time, man,” Perez said. “I can’t wait.”