Sure, music blogs have been turning a profit by way of ad revenue and integrated sponsorships, such as Stereogum, and there’s a whole industry built on being hired by labels to get their artists exposure on these music blogs. The trouble is there can only be so many posts a day, and that means a label is forced to choose which artist or which song (see my post on the Grammy Awards) and, also, why would a label unsure if an artist like Moby can pull off another successful career reinvention, use marketing dollars for something that isn’t going to directly contribute to new record sales?
The focus with RCRD LBL isn’t so much just running the sort of “brought to you by” ads but allowing brand partners to help break emerging artists.
RCRD LBL also addresses the fact that established artists like Moby have hugely dedicated core fanbases that seek more content that the 12 songs on an album, fans always want more, whether it’s b-sides or what have you, which means it’s another way for money to be made, whether a label is involved or not, because it is Moby and as exclusive content on RCRD LBL a brand partner is practically guaranteed tens of thousands of impressions (take a look at the Alexa data for the increase in site traffic since they exclusively released the new Moby album sampler)
The same goes for an artist like Born Ruffians, what they need to become an established artist, rather than an awesome but emerging artist with just an EP (with 4 super dope songs on it), is EXPOSURE and they need the 25,000 uber fans to help catapult their careers with their love. This is further facilitated when fans make a personal connection with their favorite artists, which is where RCRD LBL’s brand partners will really come into play in the future. Sure, a fan can have a band’s desktop widget on their desktop but what’s going to really hook them is the multimedia tour diary (Nokia) or the streaming live show online with amazing quality (care of Nikon).