The changing nature of music

Aerosmith's Joey Kramer talks about the changing nature of music marketing.

Especially when it comes to the way musicians market their music to their fans.

With an increasing number of multi-media platforms - the music industry is faced with a vexing problem: how to successfully target an increasingly fragmented audience.

Keith Garde is president of the online marketing company, PAID.

Keith Garde, PAID president, saying

"It's a new world because there used to be in the old days there used to be three fat pipes that we would reach out to our audience through. So it was TV, print and radio. And now there are thousands of pipes. So those of us (who) grew up in a time when things were different, when reach was different, have to use the value of great new technologies that crop up every day."

Today's artists - who are keen to focus on their music - are increasingly turning to companies like PAID to take care of the promotional side of things.

PAID offers services including online, mobile, social media and traditional marketing campaigns, as well as video production, ticketing, website design and fan community management.

Aerosmith drummer Joey Kramer says it's a win-win situation: PAID does the leg work, but with his involvement, he gets to stay directly in touch with his fans.

Joey Kramer, Aerosmith drummer, saying

"Reading the boards on the website, or reading the boards even on my own website and the things fans are saying allows me to respond back to them and allows me to get closer to them because they're responding to me putting myself out there, by having the website and being closer to the fans."

With the advent of social media, the sacred bond between celebrities and their fans has become increasingly important.

And as with all relationships, the key is communication.

Gemma Haines, Reuters.