The article focuses on the role of fan audiences and non-professional media in music distribution, implementing study cases from the Swedish media practices. The research was conducted within the frames of the project “Swedish Music Export: Traditional and New Media” held at Stockholm University in 2008—2009 with the support of The Swedish institute. The article demonstrates how the so-called Web 2.0 media catalyze polifunctionality in the field of music and media. This involves the dramatic changes in relations between content creators and consumers, professionals and amateurs, that influence the principles of traditional media economics in the field of music. Study cases demonstrate the outstanding importance of of fan audiences’ participation in music distribution for the media sphere.