Major recording artists are increasingly moving away from a traditional promotional strategy of appealing to critics and media outlets for attention and instead using viral marketing to get fans to spread the word about releases online, this feature says. Artists such as Jay-Z, David Bowie and Daft Punk have teased new albums with cryptic messages or unannounced releases fans must hunt for online to generate buzz. "It was 'How can you engage with the gatekeepers?' Now it's 'How do you remove these gatekeepers and go directly to the fans?' " said Berklee College of Music marketing teacher Mike King.