The digital revolution has democratised content distribution. Everyone can now access the world all the barriers to entry have now been removed. There is no longer the risk of manufacturing costs or physical distribution to worry about. Incumbent media is facing rapidly declining audiences as people migrate to digital platforms. Facebook is now the biggest ‘media’ platform as we move from broadcast to networked content distribution. Facebook is now the second biggest website in the world! The problem is democratisation has enabled consumers so much choice it is overwhelming. Type ‘music’ into Google and there are over a billion related websites.  So how do you create cut through?  What are the techniques to build communities or fans?  How do you get noticed in amongst all that noise?