The challenge for independent artists, label managers, artist managers and anyone working with artists in online marketing is deciding where to apportion effort.

Am I doing enough online? Should I tweet? Should I blog on MySpace? Do I need my own website or is a MySpace enough? Do I need a Facebook page?

For digital music and music marketing in general to move forward, I think it’s important that some basic standards are established around an artist’s online presence. If these standards are established, music marketers can spend more time innovating and less time worrying about whether the Bebo page has enough of a photo gallery.

If we agree on a minimum standard then we can define what is exceptional and extraneous.