I think most artists would be happy to have bigger audiences rather than smaller ones. It doesn't mean that they are going to change their work in order necessarily to get it but they're happy if they do get it.
If you walk down the street and smile at someone that will get passed on to the next person. That has the power to change someone's day.
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The creative destruction that social media is currently unleashing will change more than technology or the leader board of the Fortune 100. It is driving a qualitative shift in the nature of relationships between brands and their customers.