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Don't hop around to whatever band or musician is on the top of the Billboard chart just because that is where the conversation seems to be going. Focus on treating your brand like a person, a person who genuinely loves music and discovers new music the way a true fan does.
Before Facebook, if someone told the head of a fashion label to "be more social" that meant they should go to more parties, host more events. After Facebook, it means all that plus the online stuff.