You forget that viberate is not using an unproven business model because that concept works already. If you want to know which hugh potential Viberate has you just have to check out vi.be. It´s an non-profit organisation (sorry no Coins  ) from belgium but there you can see what high demand there is in music industry because that site is very successful in Belgium. Many artists working together with them there. Viberate just take it´s chance and bring that concept on global market and adding stuff to earn money with that site.