The music industry is undergoing change. Technological developments have caused once-thriving sources of income to dry up. Music creators are increasingly faced with the need to market themselves, sell their music, build networks, and organize concert tours. They rely on various web applications for this purpose. This book analyzes the use of social networking sites in the music sector, specifically examining how music creators utilize platforms like MySpace and what benefits they derive from them. The findings not only provide insights into media usage but also further develop theoretical foundations.