Former Warner Bros executive Ted Joseph sees the future in Indie Virtual Record Labels. Virtual record companies combine both traditional promotions (radio, print, TV) and new media (internet marketing and digital media). Joseph has created such a label at his new company, Alive Records.

Says Joseph, "I fashioned my career at Warner Bros. to incorporate numerous departments because I felt knowing how every aspect worked would make me more effective at each task. Since I've been consulting independent labels in the areas of my expertise, I've noticed many of my former contemporaries have disappeared because they were not willing to keep up with the new model of today's record business. Rather than run away, I've embraced the reality that brick and mortar stores are diminishing drastically and music is being delivered in all these new, instantly gratifying ways."

"That's not to say that standard retailers are going to be demolished soon, but are shifting to the big box retailers such as Wal-Mart, Best Buy, etc. Radio still plays a big part in establishing artists, but it's not the only way. To be successful, a young label must implement alternative marketing techniques via the net and other important strategic technology."