So, the band I play in (Dinosaur Club) has had one of its songs as the backing for a news piece on Stuff.co.nz. It's kind of weird watching it, because it's like...it's like a whole new context.
None of this probably would have happened without twitter - NZStuff put out a request for music, and I just happened to follow them on twitter, and sent the details on, and voila there you go - all parties involved win. I used to really think Twitter was a really dumb medium (140 characters?!), but the sheer real-time and collaborative nature of it, as you can see, is effective.