If you've seen the recent videos from Miley Cyrus, Rihanna & Shakira, Iggy Azalea & Jennifer Lopez, or Nicki Minaj, you won't be surprised that an adult entertainment site is launching its own record label.
I do think PornHub's label launch and competition to find an anthem is a PR stunt. But that PR stunt might spur the mainstream pop stars to go even further in their own videos.
Coolio - looking to re-ignite his career - signed a deal with PornHub to fund his comeback record. Nowadays it's OK for a Grammy-winning, platinum-selling, cookery show-starring rapper to sign a deal with a porn site and make an explicit video (which is actually only marginally more saucy than J-Lo's).
As more of these deals are done, expect 'mainstream' pop videos to keep getting racier.