I recently came across an interview with Tim Ferris, author of The 4-hour Work Week -- here's a telling excerpt:
You're known for your grassroots marketing style. Do artists today have a responsibility to market themselves?
It's 100% their responsibility. If you want to be a tremendous artist, and then expect people to beat a path to your door, you can try that. The fact of the matter is, it's not going to happen unless you meet someone who makes that happen.
So you can make it accidental or you can grease the wheels of the universe and try to encourage those things to happen. In that case, guess what? You're marketing. When people think marketing, they think of a cheesy sales guy. Marketing is knowing exactly who your customers are, and trying to get your product, your art to them. If you are creating art for yourself, well great, go live in a cave and do it. But if you're doing it commercially and you have bills to pay, it's not selling out to get your work to the people who most appreciate it.
from an interview on 99u