The interview focuses on how crews will be used in Max Payne 3, but it gives an indication for how GTA V's multiplayer may be affected by them. Read the full interview on IGN to get a better understanding of their purpose.
"The beauty of this system is that crews persist over time and across future games. Multiplayer is an ever-more important part of all our games moving forward. And by creating crews through Social Club, the crews that you create in Max Payne 3 will be ready and available for you to play in Grand Theft Auto V from day one. It's all part of our larger approach to make multiplayer deeper and richer than what's currently available, much more easily accessible to the newcomer and rewarding for the hardcore."