By Dan Servantes from Berklee College of Music's Music Business Journal. The Internet age has drastically altered the dynamics of the interaction between corporations and their customers. Talking down at consumers, for instance, is less preferable than engaging them in a conversation that can later lead to a commercial transaction. This is what direct-to-fan marketing should be for the music industry. Before the Internet, the figure of the rock star was dominant. The aura of mystery, backstage antics, and secrecy at the recording studio was a valuable commodity. The perspective seems quite different today. An aura of mystery means there...

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