Here's the basic gist:
HitRECord.org is an online collaborative community/production company created by JGL and his brother Dan. Artists can upload various projects (all called records) which can then collaboratively be "re-mixed". Artists can submit videos, music, short stories, literature, poems, photographs, spoken word, dance, animations, screen-writing etc, for anyone in the community to use. The end result is some pretty cool videos all collaboratively made from many different people. JGL says in the intro video, think of it less as an exhibition place (ie. Youtube), and more like a studio to make things together. Collaborators will call for specific talents too; they might need a singer, or guitarist, or animator etc. Anytime any one of the productions makes a profit, half goes back into the company, and half goes to every person who contributed to that production.
I like the idea of being creative in multiple different ways. I've always had multiple interests (bass guitar, piano, singing, writing, photography) and this was a cool way to tap in to a bunch of different facets of creativity. Plus, being able to collaborate with people all over the world is really cool. I know for myself, a lot of my music playing friends moved away and don't like around me any more. This would be a good outlet for that. Plus, I don't have to lug my bass anywhere, and if I want, don't have to play more than one song. (Sometimes I get distracted...)
So if you're into collaborative things like that, check it out. It's actually pretty cool.