In the future, musicians will get a large share of their income from brands sponsoring them. This hypothesis is proving its validity.
Recently we have seen clearer signs that sales of concert tickets, digital music, vinyl and merchandise are doing an increasingly bad job in offsetting the decline in CD sales.
However, in addition to building richer digital music experiences online, what looks most promising as one potential fix is collaboration between musicians and brands.
Since 2003, when the Toyota Scion was first released, it has been backing niche bands that play grindcore and garage-rock in the hopes of drawing young customers. According to the NY Times, the company is now going to start acting like a record label, sponsoring whole campaigns including record releases, music videos and tours, for around 20 bands.