I'm not from a record company, and I understand Viral can allow things to take off on the internet, but so far, most things viral get watched then tossed. There's so much stuff on the internet, there's no widely used medium to expose people to new content, while mixing it in with the old.
I don't think I was speaking to the need of record companies, moreso what radio has historically done to spread new music. While new music from the last while has rather sucked, radio is still there to spread it (and there has been a gem here or there in the last 15 years as well).
I'm just saying the internet is such a widespread place, and there's so many things that go viral, then are forgotten two weeks later. I think it's going to be harder for artists to establish themselves without their record companies bribing radio to play them. Albeit record companies grossly overtook their cut, they did help establish alot of bands.
If viral music works, then that'd be awesome. I just have doubts as to the long terms benefits of things that go viral, when viral tends to only bring short term notice. There's no widespread online version of FM radio. You can find new music, but its just not the same. How do bands get the same exposure they do when they get they're songs played across countries on Radio? How do they differentiate themselves from the rest of the crap on the internet The internet is such a big plan, I don't think its as easy to get noticed as one would think.