If a new technology comes along that will help translate our artists' messages to the masses, we want to be a part of it. As handcuffed as webcasters feel by the Digital Millennium Copyright Act, labels feel that the pending arbitration and opacity of the law's finer points are stifling new promotional opportunities. But he thinks there are still some webcasters who aren't willing to compromise. There are still some finer points that need to be cleared up, but the DMCA is a great platform. Radio is a model that's understood.
Labels know broadcast radio sells records.
But he says he feels empowered by the fact that with Internet radio, he can very accurately monitor audience dynamics. And he can deliver a very specific and concrete audience to the record companies. And maybe that's beginning to happen . Columbia, along with McClusky and Aware Records, have organized an effort to establish the band Sparkledrive, exclusively on the Internet. Schureck says the record has been serviced exclusively to Internet radio, to be exposed to those audiences first.