Yall really think this is genius?
This has been happening for almost 5 years in every industry imaginable, It's called a cross-media approach and has been around for quite some time.
If you really want to be ahead of the game, you should pay closer attention to business trends, not music business, business as a whole.
Dare to be an early-adapter, not just a follower (or even better, an innovator). That's where the money really is.
And stop seeing "the internet" as one target-audience, segmentate it and apply different marketing methods for different targets.
Apps are the future. watch your Pc turn into one big app-host within the next 5-10 years. Realtime apps on your desktop. Watch Windows 8 change the game and adapt as early as possible.
One more thing
I you really, REALLY want to be ahead of the game, keep track of scientifical innovations, they mostly dictate the future landscape of business/marketing.
Science doesn't make money as raw science, it makes money as a usable application.
Algorithms (science) --> Search engine (application) --> Marketing (advertising) --> profit
and watch Ted.com
It's inspiring