In the Web 2.0 world many established industries are being radically changed.
One in particular is the music industry. Before the Internet, music labels chose the artist and selected a target consumer group and engaged in some clever marketing to sell their music.
Up until recently, one of the key marketing activities was Payola - a practice now made illegal, yet still being abused via a third party loophole.
But Net Gen (Generation Y) consumers are very skeptical of marketing and faith in advertising and the business of marketing has evaporated. Radio and MTV do not have the power they did pre Web 2.0.
In fact the only way to effectively market to Net Gens is via Peer to Peer Marketing - Why? Because Peers trust Peers.
Check out this cool Web 2.0 company; Slideshare for some key ideas on Peer to Peer marketing.