I found this video on the Time website.
Jonathan Coulton has become a succesful DIY musician by building his fanbase largely by giving music away. He has a great take on it in this video - "What's the worse that can happen - millions of people listening to my music for free!?"
It shows insights into how he got where he is and things that he does to engage his fans - well worth watching.
If the embed doesn't work - click this link to go to the Time site.
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