Marketing genius Seth Godin had a talk with some music industry folks a few weeks ago.

He has a great analogy of free music as “dating”.

Basically, let the fans listen to your music. See how this first encounter feels (just like “dating”). If it all goes well, then go on another date. Hopefully after enough listening, if it works out then you’ll fall in love. He sums it up with this point, “I have every record Ricky Lee Jones has ever made including the bootlegs that she sells. Rick Lee Jones should know who I am!” The idea is that when people fall in love they will spend lots of money to nurture that relationship, but you can’t just walk up to a random person on the street and propose marriage! You have to date first.

More insight and the full transcript is on the Seth Godin Blog.