Back in 1999 when Okayplayer started, there wasn't really a model for any of this web community stuff. Angie "'Stress" Nissel, ?uesto, Shawn Gee, and newguy (Doug Muir), were forging their own path into uncharted territories.  Nine years later the record labels are more adept in New Media, but still struggle to find and adopt a model that works in conjunction with rapidly changing technology and trends.  Meanwhile, hundreds of independent media outlets and community sites are popping up and taking matters into their own hands.