With CD sales still in free-fall and the role of a record label in question, the DIY culture of indie bands is no longer a means to an end: For most, it's the beginning, middle and end. Marketing and licensing one's music is more important than ever, and this year's CMJ Music Marathon, held on New York University's campus, struck up conversations with the publishing and advertising worlds that would have been unimaginable when the fest began 28 years ago.

"Clearly, in the past year or two, there's been a major change not only in regard to bands being willing to take on sponsorships, but also sponsors being the new consumers of music," said Robert Haber, founder and CEO of CMJ Network. "It's fascinating because they're just as enthusiastic about emerging acts as fans are."

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