Imagine a street musicians that you pass by every single day on your way to work. One day the street musician is approached by the editor of a niche music magazine. Next, he has a feature in that very magazine. While the feature targets a relatively limited readership and does not directly result in increased record sales a blogger reports the story. The story is further re-blogged. And then again. Social networks increase awareness and generate buzz. A media reportage by a local news media follows. The amount of awareness and buzz has increased to such a degree that a review on the musician is written by a journalist in a major newspaper. Ultimately, the interaction between social and traditional media amplifies the impact of a small feature in a niche magazine to a degree which does affect record sales.
What the above demonstrates is the symbiotic relationship between old and new media.