One is the loneliest number...

The wickedly sick portable dj system Pacemaker is doing something really cool. They’ve launched a new piece of software that lets you easily sort through your music and put together mixes, then paired it with an online service that lets users upload mixes, discover other djs, and talk about music.

Both Pacemaker and its online DJ community have separate business models, and both should do well. But by partnering both products under one banner they’re set to benefit from each other; when a dj visits the site they learn about the pacemaker, and when a dj reads about the pacemaker device they learn about the website.

Old Spice did something similar to this by having Will Farrell advertise both their deodorant and his movie, Jackie Moon; this one actually succeeds by being clever, though.