The Independent reports on the new Genghis Khan rock opera that is sweeping Mongolia:
"Genghis has already been used to sell vodka, chocolate, and hotel rooms but the rock opera's composer, Taraa, insists the use of his life story is not a marketing ploy. 'We are very proud of our heritage. We need an intellectual product with a Khan label.' "
Marketing is all about targeting you audience, and these guys certainly have the ear of the Mongolian population.