Samsung electronics and OK Go are partnering up to create the group’s next music video. The catch is—this time around—that the video for their song ‘Last Leaf’ will be filmed using Samsung’s new line of cameras. The entire experience can be viewed online here. In a series of episodes, the making of the video is being displayed.  All of which, are meant to exhibit the versatility of the camera as much as they are the antics of the band.

It creates an interesting mix of music and camera brand marketing. The irony might be that OK Go is promoting digital cameras that would empower their audience to create content that directly competes for eyeballs on the same platform as they do. Take a look at how this brand marriage is playing out: