Over at Hypebot, Bas Grasmayer has an excellent article about what he calls the “Eco-system” approach to marketing. Grasmayer’s approach focuses on mobilizing fans to spread music by word of mouth in what he calls “non-linear communications.” Here’s a taste:
This is where you start stimulating the non-linear communication. Treat every listener as a guest to your house party. If you don’t introduce them to others, you’ll be the center of attention all the time, but you can’t talk to everyone at the same time, so people are likely to get bored and leave. The key to a successful party is connecting the strangers, so they can have fun together. You’re still the center of the ecosystem, but you’re not the only person to communicate to. The communication becomes non-linear!”
You can check out the rest of the article here.