E-Commerce Wrapped in a Music Video "Fashion Star" on NBC is probably the extreme example of the possibilities of merging content and commerce with pop stars, designers and even top-tier retailers. But those lines have been blurring for some time, as magazines adopt e-commerce strategies (expect a big push from Harper's Bazaar this fall) and retailers continue to delve into the medium of social commerce. One good example, or at least an innovative one, of where this all may be heading can be found this week over at Popdust, a music news site. A new video introduced on Monday shows Amy Heidemann and Nick Noonan, the excessively chirpy pop duo known as Karmin (who are themselves the product of a viral video sensation on the Internet), trying on a variety of clothes. If you like what they are wearing, you can buy it right from the site. And Karmin gets a cut of the sales. What's also interesting is that the Popdust project has tie-ins with a number of other partners: Look TV, a new fashion channel from the creators of "Project Runway," which is connected to YouTube; Lucky magazine, which is featuring some of the Karmin-curated collection on its Web site; and a number of designers whose products are being sold. In the video, Ms. Heidemann and Mr. Noonan try on a few outfits while looking cutesy and then model them with enough enthusiasm to qualify as an audition tape for HSN. Their song "Brokenhearted" plays in the background. "I'll tell you why I like this outfit," Ms. Heidemann says at one point, wearing a Jack by BB Dakota striped skirt and a floral-print top from Topshop. Because summertime is coming, and everybody needs a cute skirt with pockets. Given that Karmin's breakthrough was a cover of Chris Brown's "Look at Me Now" that was viewed millions of times on YouTube, Hugh Panero, the chief executive of Popdust, said the potential reach of the video could be quite large. And further projects are in the works as Popdust develops its e-commerce. "There is a whole evolution of commerce going on," Mr. Panero said. How that takes shape, where you are integrating commerce into editorial into music, is all coming together in different ways. We're just one of the ways that it is coming together.