Benn Jordan was flattered when he scanned his inbox.

Jordan is a musician who records and performs under various pseudonyms, most famously as The Flashbulb. His music is best described as electronica with occasional hints of modern jazz, and while he has become pretty successful, he hasn’t headlined any big festivals yet. So when a fawning email from a New York Times reporter arrived, he took note.

“An odd question from a newspaper reporter,” the subject read. It was addressed to Jordan’s booking agent, who had forwarded it to him. “My name is Ian Urbina, and I work for The New York Times,” Urbina wrote. “I’m contacting you not for an interview per se but because I want to run an idea by you that I think might be of great interest. I’ve been a fan of Benn’s for a while. My idea concerns using music to empower storytelling.”