Well, it's making your audience believe in a sense of community, which in turn makes them believe their contributions will somehow trickle down and everyone will benefit from helping(buying albums, etc).
Pretend Tech and Travis are the king's of a castle and township. They have to pay for their living expenses and military's, right, so they go to their townspeople aka the peasants for money to survive on. They give them a big speech about how helping out the community will turn a new leaf in the towns history and how everyone can be a part of it, and it sells.
They offer them a product of no physical benefit, more so a product of false security and of no real face value in the grand scheme of life. They're offering a "feel good" product that lasts only as long as the consumer is interested in it.
Through the use of brevity, however, it seems that what they are saying will actually sustain each and every individual until their life's end.
Now, back to relating this to reality, that community "helping out" are the consumers purchasing and spreading word of the albums, and the kings get the money sitting high atop their thrown while delegating the peasants and their next moves.
With that said, I'm not taking shots at Travis or Tech as that's the nature of all consumer-based-product businesses. You have to first have consumers that believe in your product, then you have to convince them throughout the span of your product's existence that they are a relevant need.