Grassroots or viral marketing campaigns are nothing new, but over the past 18 months record labels and PR firms have taken more interest in them. The campaigns even have a new, less disease-oriented name: "new media marketing." As for why the industry's interested, perhaps it's because last year saw two enormous successes built almost entirely off bottom-up buzz: Label-less Brooklyn indie-poppers Clap Your Hands Say Yeah rode amateur MP3 blog excitement to sold-out Irving gigs, and topped Billboard's independent charts. Across the Atlantic, demos by Sheffield's Arctic Monkeys circulated for an entire year online before Domino signed the band. Spiting "file-sharing is destroying... More >>>