A participatory culture driven by user-generated content has emerged in the world outside schools. Each day, more than 100,000 videos are uploaded to YouTube alone. According to the Digital Ethnography group at Kansas State University, 80% of the two-minute video clips are created by the users who post them--teenage authors working outside school. As this engagement with media and technology increases in youth culture, it encourages educators to consider ways to connect this enthusiasm to school content. Technology, pedagogy, and content knowledge (TPACK) are equally important in making connections to instructional objectives in school. TPACK represents a unified way to better understand the role of digital technology as an educational tool. This article discusses that the potential of technology will require skills and knowledge not just of technology, pedagogy, and content in isolation but rather of all three taken together, requiring collaboration among those with expertise in each area. Accomplishing this will require leadership at multiple levels--both national and local. (Contains 3 figures, 1 table and 6 resources.)