Here's Theory 8 label head Aaron Hartley, in a guest post on the Artists Paid blog, talking about how his online presence informs and shapes his label identity:
I want to be proactive online. I want to create things for people to read and interact with. By just "having a website" I'm not accomplishing much. It just exists. I want to expand my reach online in healthy and positive ways to allow people to know both me and my company. Any artist can do the same for their music. That's what fans want. They don't want to buy a CD, they want to buy an experience.
In other words, if you want to make it in The Music Business 2.0, you should probably not sleep very much. Whether or not artists should spend their time Twittering about which hat they're going to wear when they could be, y'know, suffering for their art, is another question altogether, but for someone like Hartley, whose involvement in music is inseparable from his life, it makes sense for the two to converge on the Internet. (Read more here.)