Today, that means spending on new media, FB post promotion, iTunes and all that.
That band generates millions of dollars, even without radio airplay, and they can get booked on any TV show they want. All they have to do is hire a publicist.
Later this year, the Doobie Brothers are going to re-release their hits singing with some country stars. They've been signed by Sony, and all of the key members are back, including Tom Johnston, Patrick Simmons, and even Michael McDonald. They may or may not get radio airplay on the project, but they WILL get attention. There is big money backing this one.