Like a Virgin

Virgin Radio, which provided the audio streams for the Dodgy gig, has an Internet radio site which it uses primarily to extend the Virgin brand. John Ousby, Virgin Radio's financial controller, admits Virgin got involved because of the power of the event as a marketing aid. He says: 'If you wanted a three-month worldwide marketing campaign you would pay a lot more. It's an effective tool for marketing now and commercial reality later.'

And the brand plays on - Virgin Radio's
site is primarily a marketing tool
The Shamen operates an equally interactive Web site, Nemeton, which contains news, information and samples of the band's current and past work. The Shamen's Mr C is a fan of the Internet as a promotion tool and was involved in broadcasting regular dance events in 1996 through the formation of the DJ site, Gaia Live.

Gaia Live - formed by DJs in response
to 'obselete' promotional methods
He explains: 'Gaia is the missing link between music made by computers and music promoted by computers. It's always been promoted by conventional means, which are fast becoming obsolete.'

Most people who are involved with Net-based music agree that the only way to make money from it is to maintain the quality of content that keeps users coming back for more. Then, either they will be willing to pay for access, or advertisers and sponsors will be attracted to support the site. According to David Price, director and presenter of Internet station Cyberville Radio, the advertising side has yet to flourish and money comes both from being a showcase site and from developing content for other people. Cyberville differs from Virgin, Capital and Radio One in that it is purely an Internet-based radio station.

Price claims the station, launched in December 1996, has now had 3.5 million hits. 'It might not sound as good as your hi-fi but you can do so much more,' he says. 'Listening at home is passive - we feel we're freed up by the Internet.' In addition to two daily shows, the user can access themed shows which play in the background while you leave the site and surf elsewhere.