In return for providing some cool content, some performances and interviews, Seagram (via its record labels) receives a few enviable benefits. First, the conglomerate gets the opportunity to build an alliance with consumers, making them feel as if they are part of a faceless industry. Surfers can log on to the Farmclub.com Web site, listen to audio files by unsigned acts and cast votes for which artists will appear on upcoming programs. The band-o'-the-week winner gets a visit from Pinfield, shiny-happy mug and cameras in tow. The procedure manages to make Seagram look like it actually cares about been-nowhere garage bands. Meanwhile, the Universal A&R team gets a ready-made test market.