The rock band Weezer has a new album out and they're approaching promotion of it in a kind of different way. They've made themselves available to various YouTube celebrities and appear in a slew of videos made by those people. The videos are featured on YouTube's home page today. The idea is that the band gets exposure to all the video artists' audience, the video artists get new eyeballs from the band's loyal followers, and YouTube gets some innovative videos for their home page that people will want to go watch.
Weezer did something similar a couple years ago, pulling various YouTube stars (often from unintentionally funny videos like "Chocolate Rain") to appear in a video for their song "Pork and Beans").