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Modern Rock Acts Promote Music Outside Radio
Modern-rock promotion finds itself at a crossroads as a growing number of terrestrial radio broadcasters tune out the ratings-challenged format. Record companies are attempting to adapt to modern rock’s recent marginalization on the airwaves in major markets like Philadelphia, Miami, New York and Washington, D.C. by emphasizing other options for building buzz. In lieu of airplay, touring, blogs, ringtones, downloads, Internet and satellite radio, videogame tie-ins, alliances with brand marketers, film and TV exposure, sponsorships and placements in commercials all are growing in value. The marketing strategies for a number of big-name rock artists with current or upcoming releases show… Read more »