The Rolling Stones have launched a new YouTube channel to promote "Shine a Light," a new documentary about the band from Martin Scorsese.

The channel will allow fans to upload videos of themselves asking questions of the band. The best videos will be answered by members of the band, according to Stones front man Mick Jagger.

While The Rolling Stones have been popular for decades, it's not clear if this experiment will pay dividends given the typically young demographic of YouTube compared to the band's more mature following.

YouTube, which recently beefed up its data collection on viewers, has been working hard to partner with big-name advertisers to enhance the site's reputation as a destination for brand-friendly content. Last month, YouTube made headlines when it partnered with Toyota on a comedy channel to promote the new Corolla.