Traditionally, public relations have always been a tool used by brands and big companies to enhance their image, increasing consumer awareness and sales. PR is still a big part of marketing and promotion for big companies like Coca Cola, Microsoft and Apple. As big as those names are, you would think that they have all the brand recognition they would ever want, right? Wrong! Why would they keep spending millions of dollars in PR to enhance a brand name, which is already at the top?

The turn of the century brought a lot of new technology to the world and with that it brought the Music Industry a whole lot of problems. To deal with declining sales and continuous losses, record labels are finding new ways of raising money by focusing on different aspects of their business such as online marketing and consumer feedback rather than basing everything on CD sales.