Sure, Smule — that Silicon Valley start-up featured in today’s Times — has an unusual pedigree, melding computers and music to create applications that turn the iPhone into a musical instrument. But how does it get the word out? Who drums up the fervor among its fans?

iPhone App Firm SonicMule Puts Music at Users’ Fingertips May 7, 2009 Ge Wang blows softly, his fingers move lightly, and “Auld Lang Syne” comes floating out in ethereal electronic notes. Then his instrument rings, so he answers it and starts chattering away.