The nature of the music business has changed dramatically in the past decade. Due in part to the development of social media, music fans now enjoy greater access to more varied styles of music, and fans are discovering and sharing music in new and different ways. User-driven digital tools provide artists with the opportunity to market directly to their chosen demographic at little cost. In the Music 2.0 world, if a fan likes your band, they have a variety of ways to share it with friends and other music fans using the Internet. Music spreads virally, as exemplified by the careers of OK Go, Neon Indian, and the Octopus Project.
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