The electro-rock-industrial band Nine Inch Nails are one of the best example out there of how technology is changing the way we communicate, and communication is changing the way we do things (such as business or entertainment).
Along with Radiohead, they released their recent albums over the internet and they are using a massive amount of web2.0 tools to promote themselves and reach the audience. Some of the tools they use are Flickr, Facebook, Last.fm, MySpace, YouTube, iCal, iLike, and more recently, Google Earth and Google Calendar.
This web 2.0 tools usage, along with their creative music and viral marketing / alternate reality games (the Year Zero game) techniques, is making them one of the most “3.0″ band ever.
I guess every band (and business) out there should hire this new, emerging figure: the 2.0 marketing expert. Someone with deep knowledge of the available tools and their capabilities. Someone who is able to create mashups and keep contact with fans (customers).
The band (corporate) blog is not enough nowadays. We need to create real connections and involvement.