Modern artists and musicians are ditching the rock and roll lifestyle in favour of a startup mentality, says Adrian Grenier, Entourage star and himself, founder of two startups, SHFT.com and Wreckroom Records.

“The romance of that excessive lifestyle is over. I think people are a little more down to earth about being artists again,” he explained, adding that musicians don’t have to be “uber-sucessful” in order to have solid careers.

With Wreckroom Records, a start-up based out of Grenier’s own Brooklyn home, he provides support to emerging artists in a enviroment that sounds like a mash-up between Entourage and the tech entrepreneur scene.

“We’re like a family so in order to get into our circle we have to approve of and like each order. We have to have different assets that we bring to the table so that we can mentor each other,” he said.

However, technology isn’t the answer to all of the music industry’s problems: Grenier says that the current online, digital offering that the average music fan gets is a step down, in terms of experience, from the vinyl album cover and sleeve. Asked what his favourite album cover of all time was, he said Nirvana’s Nevermind.

“Back in the day you had albums that you could open up, delve into, read. Now it’s hard because it’s one screen and there’s no dimension to it.

“I don’t know how to crack that code. I don’t know what the answer is but I think we’ll have to start a new music experience outside hardware,” he said.