It's already happening to an extent. For example, I mentioned newspaper distribution deals in the We7 post but you also see it in sponsorship deals for concert tours and recently I've come across a few sponsored download sites.
Today I'll mention Feed the Beat - Taco Bell's "Virtual Music Music Fest". Taco Bell doesn't have much of a presence in the UK but I think they are a fast food chain. (Anyone from the USA want to confirm?) It looks like they had some sort of online vote and are currently offering three tracks from the winners as free downloads:
- Fireflight - Unbreakable
- Hit The Lights - Pulse
- Thousand Foot Krutch - Bring Me To Life