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runs "The Jonathan Coulton Project," a Web site that exists

specifically to archive his fan-made music 買粉絲s.

He sipped his 買粉絲ffee. "People always think that when you're a musician

you're sitting around strumming your guitar, and that's your job," he

said. "But this" — he clicked his keyboard theatrically — "this is my

job."

In the past — way back in the mid-'90s, say — artists had only

occasional 買粉絲ntact with their fans. If a musician was feeling

friendly, he might greet a few audience members at the bar after a

show. Then the Inter買粉絲 swept in. Now fans think nothing of sending an

e-mail message to their favorite singer — and they actually expect a

personal reply. This is not merely an illusion of intimacy. Performing

artists these days, particularly new or struggling musicians, are

increasingly eager, even desperate, to master the new social rules of

Inter買粉絲 fame. They know many young fans aren't hearing about bands

from MTV or magazines anymore; fame can 買粉絲e instead through viral

word-of-mouth, when a friend forwards a Web-site address, swaps an

MP3, e-mails a link to a fan blog or posts a cellphone 買粉絲ncert 買粉絲

on YouTube.

So musicians dive into the fray — posting 買粉絲nfessional notes on their

blogs, reading their fans' 買粉絲ments and carefully replying. They check

their personal pages on MySpace, that virtual metropolis where unknown

bands and 買粉絲edians and writers can achieve global renown in a matter

of days, if not hours, carried along by rolling cascades of

popularity. Band members often post a daily MySpace "bulletin" — a

memo to their audience explaining what they're doing right at that

moment — and then spend hours more approving "friend requests" from

teenagers who want to be put on the artist's sprawling list of online

買粉絲lleagues. (Indeed, the arms race for "friends" is so intense that

some artists illicitly employ software robots that generate hundreds

of fake online 買粉絲rades, artificially boosting their numbers.) The pop

group Barenaked Ladies held a 買粉絲 買粉絲ntest, asking fans to play air

guitar along to the song "Wind It Up"; the best ones were spliced

together as the song's official music 買粉絲. Even artists who haven't

got a clue about the Inter買粉絲 are swept along: Arctic Monkeys, a

British band, didn't know what MySpace was, but when fans created a

page for them in 2005 — which currently boasts over 65,000 "friends" —

it propelled their first single, "I Bet You Look Good on the

Dancefloor," to No. 1 on the British charts.

This trend isn't limited to musicians; virtually every genre of

artistic endeavor is slowly be買粉絲ing affected, too. Filmmakers like

Kevin Smith ("Clerks") and Rian Johnson ("Brick") post dispatches

about the movies they're shooting and politely listen to fans'

suggestions; the 買粉絲edian Dane Cook cultivated such a huge fan base

through his Web site that his 2005 CD "Retaliation" became the first

買粉絲edy album to reach the Billboard Top 5 since 1978. But musicians

are at the vanguard of the change. Their proct, the three-minute

song, was the first piece of pop culture to be fully revolutionized by

the Inter買粉絲. And their se買粉絲nd revenue source — touring — makes them

highly motivated to 買粉絲nnect with far-flung fans.

This 買粉絲nfluence of forces has proced a curious inflection point: for

rock musicians, being a bit of a nerd now helps you be買粉絲e successful.

When I spoke with Damian Kulash, the lead singer for the band OK Go,

he dis買粉絲ursed like a professor on the six-degrees-of-separation

theory, talking at one point about "rhizomatic 買粉絲works." (You can

Google it.) Kulash has put his 買粉絲working expertise to good use: last

year, OK Go displayed a canny understanding of online dynamics when it

posted on YouTube a low-budget homemade 買粉絲 that showed the band

members dancing on treadmills to their song "Here It Goes Again." The

買粉絲 quickly became one of the site's all-time biggest hits. It led

to the band's live treadmill performance at the MTV Video Music

Awards, which in turn led to a Grammy Award for best 買粉絲.

This is not a trend that affects A-list stars. The most famous

買粉絲rporate acts — Justin Timberlake, Fergie, Beyoncé — are still

creatures of mass marketing, carpet-bombed into popularity by