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These websites, and others like them, do a wide variety of things — but here’s what they tend to have in common: 1) They are more like software than like documents; 2) They are social, rather than solitary; 3) They are environments within which you do something; 4) They involve user-generated content; 5) They allow users to organise and tag content; 6) They are different every time you turn up; 7) They make use of RSS feeds (this will get its own ‘Thing’ - don’t worry). This is how the web is now. These are some of the things that will make your website better. Allow the users of your website to interact with you and each other. Let them provide some of the content — make it their own space.

People like to spend time, hang out, find their space, form groups, discuss common interests and contribute. Your website can provide those things for people. A Web 2.0 approach to your site means it’s not just a brochure with a cash register attached. It’s a place where people come and spend time.

Web 2.0 can also provide you with a range of tools with which to connect your music business to the world. Building a web page that has web 2.0 elements is one thing — but you can also join, use and adapt the existing web 2.0 tools mentioned above to help you connect with a community, engage in the conversation, and make and organise media.