Although there are magazines devoted to the genre -- Alternative Press being a major one -- much of the marketing takes place on a more grass-roots level. Social networking Web site MySpace.com has played a huge role in allowing broke teens to sample a seemingly endless number of bands all in one place and without cost (or the guilt of illegal downloading). And by the time a band starts selling serious numbers of records and signs to a major label, many of the hardest-core fans have already moved on in search of the next big thing.