UGC FAN-MADE VIDEOS Sepultura use fan vid

I've mentioned this in another (under construction) post, but it merits singling out.
Before I give the actual example, here's what you can learn from this:

• don't restrict yourself to your preferred genre/s! the odds are that few of you are Sepultura fans, but you can pick up great ideas and examples by looking beyond the obvious (take the Morbid Angel [silent movies?!] or Rammstein [Snow White?!] or Rage Against the Machine [Beach Boys?!] examples...)
• embrace the random chances that web 2.0 throws up; I came across this only because I scrolled further into a lengthy web page, despite having found the information I was looking for. I didn't know these Brazilian thrashers had commissioned a competition for a fan-made video until I spotted it here! Some of the examples above come from videos I've spotted in e-zine articles I 'subscribe' to through FB
• when Gillmor writes of the 'former audience', Gauntlett of 'the end of audience studies' and Jenkins of 'convergence culture', these are not hazy ivory tower academics, but active researchers reflecting on clear contemporary trends; you need clear-cut examples to help illustrate such ideas and arguments in the context of the format you're working in
• examples such as this also help to justify any work you do on viral-style/UGC productions, evidencing that it is a very much real phenomenon
• could there be a better illustration of the concept of the 'prosumer'?

The actual video, and further details, are below the line...

YOU/audience are the product: Julian Assange

When we consider audience theory in Media Studies, the degree of flux and changing views on this is quickly evident, and a major theme in itself. Which, if any, of the long-established audience theories continue to hold true in the digital age, the web 2.0 era? Is it enough to write of "the former audience", Dan Gillmor's (2011) striking phrase? David Gauntlett even went as far as to declare the "end of audience studies" (2007, 2011), although Julian McDougall's (2009, in a very readable, student-friendly book) more moderate point that audiences are fragmenting, making it more difficult to meaningfully analyse or discuss/define audiences, is perhaps more useful.

There are those who see the blurring of the audience/producer line as full of democratic promise, not least Gillmor, though Henry Jenkins' Convergence Culture (2008) is perhaps the most striking statement of this.

Is Jenkins too utopian, optimistic? [image source]