The Way I see it

from the vimeo description:

Melvin the Magical Mixed Media Machine (or just Melvin the Machine) can be described as a Rube Goldberg machine with a twist. Besides doing what Rube Goldberg's do best - performing a simple task as inefficiently as possible, often in the form of a chain reaction - Melvin has an identity. Actually, the only purpose of this machine is promoting its own identity.

Melvin takes pictures and makes video's of his audience which he instantly uploads to his website, facebook and twitter account. Besides that he makes his own merchandise. All of this within 4 minutes of craziness which you just have to witness yourself.