This has nothing to do with veganism. I mentions nothing about animals used as clothing, entertainment, testing, nor as ingredients in other products nor about their use as property and slaves. It simply talks about vegetarianism which is fine but the two are not to be confused. I am not personally a fan of the music but I am sure people would like it. I think it could have some effect all in all.
Though I think the best form of outreach I have seen to get people thinking about a vegetarian or better yet all plant based diet is Pay Per View. Basically what happens is t.v. screen are set up playing a video (usually MFA farm to fridge short version at least with the groups I see doing it) for folks and they get a dollar if they watch the entire thing and afterwards they fill out name and email and how many meals they pledge to eat animal free a week and they get a questionnaire sent to them just to see how well it is working and a pamphlet about a plant based diet (it has a tiny nod to veganism) and dollar in it (and they can keep it or if they choose they can give it back). So far the data collected says it is quite effective and judging by on the street reactions it is going well (we have so far had at least 2 people throw up and most others sickened and disgusted)
I think using all forms of media to get the message out is important, though it should always be abolitionist and never compromise and make any form of animal exploitation seem ok. If you give someone welfare they will take that and run with it and animals will continue being harmed. Also as much as I dislike capitalism I think getting vegan product commercials on T.V. is also important from food products like Daiya, Tofurky and Gardien to household items like 7th Generation, Earth Friendly Products (I believe all of their stuff is vegan) and Dr. Bronners soap and other products as well and vegan services. Make them look ultra professional and modern and sleek so people really get excited and want to buy that stuff.
Silk is a minor step in that direction however their products are made by Dean Foods one of the largest exploiters of dairy calves probably on the planet.
@"davegan" please don't mention PeTA in things like this when they have nothing at all to do with animal rights, or veganism in the least and they are only on occasion vegetarian. They have had people at KFC protests saying "don't eat here but there is a Popeyes down the street" and most of the people in their anti-fur or leather ads are carnists or wear or use animals for other purposes. No need to even bring them up unless someone else talks about them and you need to make a clear distinction between animal rights and PeTA (a welfarist organization that will exploit anyone just about)