Inspired by the likes of Public Enemy's Chuck D, the most outspoken supporter of online distribution (and a vocal critic of the big labels), a number of bands are gravitating towards audio formats like MP3, and creating and promoting new singles online. This has enabled even small bands to make their presence felt (and heard) in a competitive landscape. Some bands like Widespread Panic have complemented basic promotional activity with more sophisticated online marketing efforts, often aided by a loyal group of fans. This brand of viral marketing has also led to impressive turnouts at musical events later held by the same band in physical space.

It is very likely that small to medium sized bands could easily migrate to the online distribution format, in order to attract and gain an initial audience, and ultimately build their identity. Artists with a larger and mainstream following (like Madonna, or R.E.M, for example) are waiting in the wings to test the waters of online distribution under their own marketing umbrella. By initially promoting their music with free downloadable files, and distributing further content using a copy protected format, artists could thus create and expand their musical empires, without the intervention of pricey intermediaries. The arrival of a safe, secure standard for distribution would be vital to legitimizing their efforts and enabling them to earn recognition and financial rewards for their creative efforts. Most artists report that they "get screwed either way", irrespective of whether they stay independent or plug for the big labels. There might be some comfort in being the sole architect of one's own demise.