There is no easy way around it - change is hard. There are many benefits to old-school marketing but there are certainly perks to thinking outside the box. What if you take the best of what's worked and combine it with what's possible? Take a look at Mike Rubini's non-traditional approach to integrated marketing on MusicThinkTank.com.
"It is good to have a person who promote your music on the field but I think that today there is a relatively new way to market your music and yourself (yes, I said it!) which involves new media. I think today we can operate in two directions: locally and globally."