Attention is the new currency.
If you don't believe that attention is more valuable than money, just look at what were communicating on! Facebook, Instagram, twitter and Snapchat are all platforms based on the attention graph. Get eye balls, get them hooked, figure out a business model later, and become of the world's most valuable companies.
This is what happens now with music and entertainment too. Same principles apply.
Gary Vaynerchuck makes his business advice and wine expert advice free on youtube, social, blogs, and podcast. No quick short term cash like ebooks, and seminars. Then he builds a big media company on the backs of his personal brand, and then every couple years makes millions with a book that comes out. He also charges as much as $50,000 for a speech. He has the attention of every forward thinking marketer and entrepreneur in America. His free content is the funnel for for attention, trust, and in the end, millions.
Other examples of media companies and artists that capitalized on attention : Youtube channel Dude Perfect, now a multi-million dollar business. Youtube channel Makers Studio that sold to Disney for almost a billion. Justin Bieber, Beyonce, Zedd, Ok Go, and many many more.
Reverse engineering value is essential to win in today's volatile market. If you want to make an impact on the world, you have to paint with a broader stroke. Go for attention and eye balls. Build trust with them. Then figure out how to monetize.
(For more information, read "Free: The future of a radical price.")