According to Triton Digital, which tracks Web traffic, Pandora, which streams a full spectrum of music 24 hours a day, generates the biggest numbers. (NPR.org, the network's overall website, ranks sixth, with NPR Music accounting for 15% of its audience.) Sites like Pitchfork, which appeals largely to indie-rock fans who appreciate not just music and videos but at-times-scalding reviews, are also playing the game.

WSJ: The Improbable Rise of NPR Music

Two, I wanted to introduce American indie rock lovers to Yanka's music in hopes that they will seek out the original recordings and go on to learn more about Russian music and perhaps even, Russian culture.

NPR: Alina Simone: 'Half My Kingdom'

Its dystopian sensibility, international range of sounds, and smart, chic nod to the some of most respected innovators of '80s new wave and post-punk music results in a memorably stirring entry into the budding genre of indie-rock world music.

NPR: Yeasayer: Haunted Robotic Gospel

Catherine Moore, director of the Music Business graduate program at New York University's Steinhardt School, says in the world of crossover music the difficulty is in genres, such as indie rock, that are more songwriter-based and where the lyrics are very important.

FORBES: East Meets West