Honestly, i’m quite surprised that we don’t get to see more b(r)ands leveraging the power of the “youtube subculture”. I really thing Weezer did a great job from their last album 1st single’s music video.
Here is the “behind the scenes” video
How many of those youtube superstars can you quote? I must reckon i’m missing some of them just because i’m not american but still … the key takeaway is probably “beyond what we do (in their case music), we share the same cultural references”.
What is it that you share with your target audience?