This week, the irascible and increasingly innovative Mr Robert Allen Zimmerman (that's Bob Dylan to you and me) unveiled a music video the world has been waiting 48 years to see.
'Like a Rolling Stone', the opening track from Highway 61 Revisted and to date the most successful single of Dylan's career, has been reinvented as a brilliantly satirical and cunningly re-watchable interactive music video.
Using a television set featuring 16 channels worth of programming that you can flick through, all containing various television presenters, soap opera actors, reality TV stars, game show hosts and even rapper Danny Brown, all lip syncing along to Dylan's original track.
It's not only a fitting tribute to the song in its bitter incongruity but also quite a seamless technological marvel.
Click on the image below to hear The Price is Right's co-presenter telling you how you now don't seem so proud about 'scrounging for your next meal'...
The other day I eavesdropped as a pretty girl faced the teenage boy seated across from her and sang, “Tonight / We are young / So let’s set the world on fire”.
Frustrated by his blank stare, she said, “Don’t you know the song? It’s from that Chevy commercial”.
If that example doesn’t convince you of the power of music and marketing, nothing will.