This article alerts reader to the fact that it has already been three years in which the recording industry has put forth a great effort to persuade music lovers to pay for online songs yet still illegal downloading is widespread and the overwhelming public sentiment is one of apathy. The article says that "s consortium of 6 retailers, including Best Buy Co. and Tower Records, is investing in online service Echo Networks Inc." The music retailers are at their ultimate low and are now considering to become allies with the technology that continues to destroy them.  Many music retailers are announcing plans to get "into the online music business."

This paper explores the online or digital distribution of music "as a technology practice" and suggests that this new phenomenon reinforces the "loose integration" of the entertainment industry. Also the paper gives a business background about recording industry conglomerates, ownership infrastructure and the gate-keepers for the global markets.