Modern Rock Acts Promote Music Outside Radio

Billboard reports that modern-rock promotion finds itself at a crossroads as a growing number of terrestrial radio broadcasters tune out the ratings-challenged format. Record companies are attempting to adapt to modern rock’s recent marginalization on the airways in major markets like Philadelphia, Miami, New York and Washington, D.C. by emphasizing other options for building buzz, such as touring, blogs, ringtones, downloads, Internet and satellite radio, videogame tie-ins, alliances with brand marketers, film and TV exposure, sponsorships and placements in commercials.