From Band to Brand

Is this the new way to get your band known and listened to or is it simple the next best way to sell out?
http://www.hypebot.com/hypebot/2012/03/turning-a-band-into-a-brand-marketing-rock-roll-like-breakfast-cereal-.html

As interesting as the marketing idea is...I have no more of an opinion about that band (whatever it may be) after that video than i did before. I'm all about the weird ads and funny, quirky concepts, but that left more of a "what the hell" than "i need to listen to that band" or even anything musical at all. In fact, if I hadn't read the story and just watched the video, I wouldn't even know what they were advertising. I'd think it was some kind of push for Americans to be more open or something...

Anyways...it's an interesting idea for marketing bands...If I was a band, though, I'd probably want my name or music to have a bigger role...