As Lang Lang bangs out an encore on the iPad at a concert last week, the technology - and the app - get a bit of free publicity of course.
But the biggest beneficiary PR-wise may be Lang Lang himself - and indirectly perhaps even classical music in general.
320,000 YouTube hits in just four days is pretty impressive. It's certainly more than many of his straight videos. Another Lang Lang novelty (below) has been seen 437,000 times - but that's taken more than three years.
The statistics do suggest a number of viewers of the latest video are tuning in for the technology, not the performer. And as with some of his other deals - Adidas comes to mind - Lang Lang's canny association with the oversized iPod is - measurably - exposing his name and his music to people who perhaps hadn't heard of him before. Not so much selling out as branching out. Smart move.