• Reuters, Thursday, June 7, 2007 10:45 AM

Times are certainly tough for the recording industry. Flagging CD sales and radio usage at the hands of the iPod and Web piracy have backed the mainstream industry into a corner. For an established rock star dependent on his or her label, it may be a particularly bad time, too, but for the aspiring set, it's a bonanza time.

Word-of-mouth has never been so powerful, thanks to online chat rooms and social networks like MySpace, which means that bands can now make a name for themselves through self-promotion--whether it be through a social network profile, email lists, or allowing their music to be used in user-generated content. Video games--especially sports games from industry giant Electronic Arts--have also become a particularly important outlet for aspiring rock stars.

Franz Ferdinand and Avenged Sevenfold owe their fame to EA Sports series' like "FIFA Soccer" and "NBA Live." Music is so important, in fact, that EA even employs a worldwide executive of music. "I would much rather be a young band right now than 10 years ago," says Steve Schnur, the man occupying the coveted position.

Ironically-given the shifting dynamics of the music business-the goal for bands is still to secure a lucrative recording contract with a major label. But Big Music is still on course for a monumental change; music may one day be free, in which case, the recording companies better learn how to broker an ad deal.

Read the whole story at Reuters »