[aelani]

The key here is the hybrid-model (think Kickstarter + traditional label). Labels promote their artists. Very few artists succeed in do-it-yourself models like Kickstarter. They may be able to raise the money needed to record an album, but do they have the resources and expertise to market it on their own?

Secondly, getting the fans involved in the whole process is interesting (especially when they can derive rewards from their engagement). There are a lot of big music fans out there that would love to have a say and a piece in the action.