AOL (TWX) and Microsoft (MSFT) are courting the indie rock crowd as part of their strategy to enlarge their audience base.
While this isn't anything new, the interesting thing about it is their creating of original content to try to directly connect with this fickle audience.
AOL, as part of their strategy have launched a weekly video series called "The DL," available only on the web. It's hosted by Sara 
Schaefer, who is part of the comedy group Upright Citizens Brigade.
They also have "plans to launch a revived version of its Spinner radio brand with special channels dedicated to indie music. Additionally, the company is already up and running with a new weekly podcast series called "The Interface," which focuses on acts like Spoon."
With their answer to the Apple (AAPL) iPod, Microsoft is promoting their upcoming release of Zune centered around indie music festivals such as CMJ. Partnering with Microsoft, CMJ is looking to recruit 300 music-lover students to help them to promote online and on campuses the Zune media player, which is set for release on November 14.
They are creating and interacting with these new creative brands because the indie rock fans have a resistance to corporate brands.
AOL is looking for user-generated content as a way of breaking through this barrier as well.
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