Lifestyle promotions and marketing is a growing trend as record labels and artist continue to diversify the ways they reach music fans and generate new revenue streams. Lifestyle promotions often includes any type of marketing or awareness campaign that falls outside the traditional marketing channels for music and include placement in movies, TV shows, commercials or sponsorships. Companies like Ocean Park Music Group work to place and license independent music for use in movies, TV and commercials on behalf of the copyright holder. Having an artist’s music played in a retail store with an attractive demographic or in a hip club can be a great way to build awareness for an artist. DMX and Muzak specialize in providing music for retailers tailored to their specific demographics of their customers and companies such as Sin City Marketing coordinate special events such as listening parties and get the music of the artists they represent into the hands of the right people at influential clubs and retailers that play music.