Live Music in Second Life
The BBC's done good things with podcasting as well. And their Beethoven symphony MP3 downloads shattered all their expectations and really opened their eyes (and the eyes of the rest of the classical music community). I believe I heard on NPR (on a podcast version of one of their on-air show, natch) that the BBC expected 25,000 downloads of the Beethoven MP3s. They got 1.7 million.
I don't know if they're quite sure of what they're doing, but they keep experimenting and giving things a try. They know enough to know that they can't just ignore the online space.