I think this is going to happen next (if it's not already here) - YouTube competitions by brands who can drive awareness and traffic through a number of on and offline vehicles.  Of course the "i want to be famous" mentality will only grow, so these competitions should make more peoples dream of 15 minutes of fame come true.

Today's example is from the ladies at Cosmpolitan Magazine, who just launched StarLaunch - a new YouTube competition that is looking for the next great female artist.  All you need to enter is to be female and a singer/musician, and just upload your performance.  Music industry representatives and music fans will pick the finalists, and the grand prize winner will bring home the good stuff - $10,000 cash prize, a 3-track demo created by a top music producer and, hang on to your hats, open for Natasha Bedingfield and Solange Knowles in a concert in NYC in December.  Not a bad way to get discovered.

This is a great way for brands to engage with consumers and create new fans who appreciate companies who help them play in a whole new way and achieve their dreams in the process. 

In Australia we did a similar YouTube competition a few months back (we are always ahead of the curve down under) which invited people to upload a video singing their version of "Bleeding Love" by Leona Lewis - winning the chance to meet Leona backstage after a music showcase Sony Ericsson put on in Sydney.  Read more about the Leona Lewis YouTube competition which had nearly 100,000 views in one week and nearly 20 videos of people singing at all sorts of level.  We didn't spend the money to do a branded YouTube page like Cosmo, which I think isn't really necessary, but if you've got the cash it doesn't hurt, but definitely not necessary (given our success with Leona).