In games its give away the game and pay for the skins, characters etc. In music its give away the songs and pay for the merch, shows, access to artist, etc. T

In games its give away the game and pay for the skins, characters etc. In music its give away the songs and pay for the merch, shows, access to artist, etc. The market for the latter is huge. The music is the viral hook you can use to take advantage of the internet's distribution in order to get the attention to create fans and drive them towards the other stuff. With the internet you don't even need to rely on mega-pop stars, there's enough people at scale for a lot of niche audiences.