As more marketers attempt to partner with established online music and video hubs like MySpace, and upstarts like Ruckus Network, GoFish, and Music Choice, they need to figure out which programs work, how to execute them, and how to measure their effectiveness.
Though brewerie Miller has sponsored local bands around the country for thirty years, they have yet to land on the right formula especially in the ever-changing world of music, reports MediaPost.
In his work with marketers seeking to partner with digital music venues or those that want to create their own programs, Scott Hagedorn, director of innovation at OMD Digital, suggests allocating 5% to 7% of the budget to "testing and learning."

And to ease the way for marketers, digital music providers should provide case studies of their previous work with marketers, offer fair pricing, and a clear explanation of the technology and services involved, says Marcus Peterzell, co-president of AWE, an experiential marketing shop under the Omnicom tent.