"Why must artists not just be artists—aloof and solely creative nature? Why must they embrace not only new technologies, but the techniques of online promotion and participation that go along with them"

Kevin Breuner: There are two main shifts in the industry that I think makes the online promotion a must for those who want to pursue music on a professional level. 1. Technology has killed the gatekeepers and now allows anyone to make a decent sounding album for relatively little money.  The result has been more recorded music than the fan community knows what to do with (or can support financially).  It’s overwhelming.  Music fans are inundated with music everywhere they go and it all just starts to run together.  Most of it is of decent quality, and it’s harder to make that true connection with the fan just based on the music existing.  There needs to be more for the fan to grab onto....

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