YouTube is often synonymous with video marketing. But when silly songwriter Weird Al Yankovic asked multi-platform content creator Nerdist Industries to help produce a music video for his new album release, the brand decided to go against the grain and rely on its own Web video player. Instead of promoting the video on YouTube as it had done in the past, Nerdist decided to invest in its own Web video player. So during the three to four weeks it had to make the video, the company implemented customized video technology from JW Player on its site Nerdist.com.