Reading Paul Resnikoff's article, The DIY Utopia, struck a chord with me. Jazz musicians and composers have been living under the radar of the pop music biz forever. Typically their 'art' is one of multiple music-related income streams.
The quality of the music and the musicianship is key. Good music moves people, brings them together, and naturally creates community. A powerful piece of music can create a relationship with the listener that lasts a lifetime. This shouldn't be too hard to market, particularly if you have a defined niche. Mediocrity on the other hand, is a hard sell. The question is, "Can this model scale to the mainstream music industry?"