The forefront of thinking seems increasingly to be that the very distinction virtual/real itself is irrelevant.
What's replacing it? Ways of mapping the real in the virtual, and the virtual in the real to the degree that the distinction just plain doesn't matter.
A case in point: CNNCTD+ and its Sound Graffiti project, most recently used in conjunction with the promotion of Bob Dylan's new album "Tempest."
As DJ Manero, the the head of the creative agency notes in a recent blog interview, the system maps and releases specific music only when located at specific geographic points--such as in the case of Dylan key places from his past.
