This classical music artist is putting her music on the Internet for all to hear. The hope is that more people will become interested in classical music in general, and her classical music in particular. She is also performing in nontraditional venues to, again, expose more people to her work. Sounds like a "market expansion" strategy to me (if you remember your Principles of Marketing class).
http://www.npr.org/templates/story/story.php?storyId=19352442&sc=emaf