Are Advertising Funded Models the Panacea Industry is Banking On?

Literally, every man and his dog within the recorded music business is in a fever pitch talking about how advertising funded models are the way forward. With the likes of Blyk, myspace music store, muzu, We7 and numerous others advocating this new model, perhaps they are right? The real test though, is whether music fans will actually be prepared to sit through advertisements before having access to listen to a track they like. Furthermore, are the models commercially viable in the long-term both for the labels and the artist?