How do you make connections? Relationships. We already have relationships, and we know how to establish and further cultivate them.
As traditional record sales declined in the early 2000's and more digital platforms for airplay emerged, the music industry began to adjust. It eliminated promotion, publicity and sales staff almost to the point of extinction. However, the cost of promoting a song for an artist remained the same. If it doesn't start and end with passion, you don't have a chance in Hell.