The Internet and mobile technology are current and future ways to market and promote music. However, we should be mindful that music labels, recording artists, garage bands, other creative talents and businesses, etc. should focus their attention on branding first, marketing second, promotions third and so on and so forth. With that being said, Internet radio should be included into the overall marketing mix. Under the right conditions Internet radio does offer some unique tools for direct sells in a way that isn't always measurable through terrestrial (traditional) radio.One should explore as many opportunities as their human and financial capitol will allow with contingency towards expansion when the time is right. More on Internet radio is discussed in the Los Angeles Music Industry Connection Book and during the Radio Music Conference.
