In It For The Money is an independent record label formed in 2008 with 2 part-time employees. In 2010, it branched into management and adopted a 360 degree business model to generate revenue from multiple streams like tours, merchandise, and promotions in addition to album sales as CD sales declined. This model has become common for independent labels to build fan bases and revenue. The label was able to get one of its artists' songs placed in the TV show "Skins" and another in the video game "Saints Row", providing exposure and showing the band's development. Blogging has become an effective free marketing strategy for independent labels to promote their artists internationally. However, larger labels like Columbia have financial advantages for PR spending and magazine