Fred Wilson writes:
People don’t want to link to media like audio and video (and photos), they want to run it right there on their own pages. They want to be the TV station, the radio station, the newspaper.
But we can also learn that the easier it is to add something the better. My gold standard is the MySpace music player. If you have the MySpace music player on your page and you find some music you like, you simply click “add” and its on your page.