The real role of the internet in the meteoric rise of the Arctic Monkeys, Sandi Thom and Lily Allen to international prominence has been the subject of considerable debate in the music and media industries. Whether or not such success stories represent a change in the way popular music artists are raising their profile with audiences and music consumers has been addressed by limited ethnographic studies overseas. With reference to a qualitative study, this paper explores the promotional patterns of 10 high profile Australian popular music practitioners in the so-called liberal-democratic age of the internet. The study provides a comparison of the perceived importance of traditional media avenues (print, broadcast and their internet counterparts) and various online media in the promotion of these artists including The Angels, The Audreys, Eskimo Joe and the Hilltop Hoods. The paper specifically addresses Anderson's Long Tail marketing theory (2006) and its relevance to an artist's promotional strategies. It reinforces the perception that 'new' media online complement 'old' media avenues rather than supersede them. The paper argues that within the context of the Australian contemporary music industry, a musician's marketing repertoire should include a mix of mainstream, traditional media and online promotional avenues. Finally, it examines how different media/promotional combinations are employed by several Australian artists to secure a place in Australia's music industry.