Most up and comers already think this way. The more people that hear your music, the higher attendance at the shows. Live performance is where artists make most of their money. It's not from record sales by any stretch of the imagination. The ones who benefit from record sales are the guys in suits with no talent in their bodies.
There are so many online outlets where you can sell your music and advertise it for free, that record labels are shaking in their boots. They should be. But they should have started preparing for this years ago.