In Dave Kusek and Gerd Leonards book, The Future of Music, the authors practically warn music companies that if they don’t embrace customers and respect artists, they will be steamrolled into the digital landfill.

This story in Forbes, about Tower Records indicates that some companies have got the message. It is a podcast service called TowerPod.com that allows listeners to create podcasts  and audio shows using music from the site.

The company will pick up revenue from advertising it will slot into the podcasts –and share the revenue with those who created the podcasts! Marketing folk will obviously see an opening here to (a) buy these advertising slots, and (b) create their own podcasts since it opens a new distribution channel with strong brand recognition –alongside iTunes, of course.

The book’s main thesis, ‘music like water’ talks of music returning to a service once again, after being trapped in the productized format, the CD, tape and vinyl. I can see podcasting as just the tip of the spear of content distribution and sponsored communication. It will leap into newer formats when mobile phones (our future MP3 players) become the interface for such music services.