In this time-challenged world, fame has become more prevalent - but more fleeting, witness the new web site 12seconds.tv, where your 12 seconds of video makes or breaks you.
Of course, everyone remembers the Andy Warhol line about everyone getting their 15 minutes of fame. But even on YouTube, four minute videos generally only get 2 minutes of viewing at best.
Time shrinks to 12 second clips only on 12seconds.tv. Which makes it easy to make them on oyur cell phone.
To kick off the site's debut, 12Seconds.tv is featuring an election day special with Current.tv, asking people to upload a 12 second clip of a song for either Presidential nominee.
See it here.
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