What are some good ways for an artist to release music anonymously, and gain a viral following?

There’s always been something intriguing to me about artists, writers, musicians, etc that choose to release their creative works anonymously, whatever their reasons for doing so. However, since one would be restricted from using traditional self-marketing techniques, what do you think are some innovative ways a musician or writer in this web 2.0 world could release their works anonymously, yet still gain attention and a following of hardcore fans? In this hyper-connected world of sharing personal information, the notion of one gaining prominence by secrecy is paradoxical, but not necessarily impossible, in my opinion. Personally, I’d think the key to carrying out such a promotional campaign would be to utilize quirky, mysterious channels and publicity stunts. What do you think?