MTV was all set to have the 'world premiere' of the video for the single Dani California by the Red Hot Chili Peppers this Tuesday. Problem is, someone (wanna bet it was someone it the Peppers' camp?) leaked the video to YouTube last Friday, and it's already been viewed over 150,000 times.
As Church of the Customer points out, the link on YouTube is already creating WOM buzz for the upcoming album and tour via the comments, which are closing in on 100.
This is just another example of putting your product in the hands of the consumer in a place where it is more convient to THEM, not you.