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The story here is not about this guy's clever marketing -- because there is none, he's got one single video up, no website, no product, no follow-through at all, and if you actually analyzed this case in any detail you'd agree this guy is not a role model for music business -- he's just a goofy, creative guy having fun online. But as a music business strategy, it's just plain stupid.Every year there's an exponentially accelerating number of new start-up social networks online.In six days it racked up one and a half MILLION views.Coverage on Mashable, the Huffington Post, and many other web sites has certainly fueled Merton’s sudden burst of exposure. If you can be the first person to do something funny and cool with a new site or gadget that is creating a buzz, you will be rewarded. Also, use what’s given to you and don’t be blinded by tunnel-vision.
The new version of his first video has already been viewed 1.3 million times.
Every year or two there's a Twitter that really catches on and scales.
There's also a couple hundred flashes in the pan, and tens of thousands of nobodies that never had the scale, connections and business plan to make it in the first place.
If you're really suggesting to musicians that investing their time in these novelty services in the hopes that music and tech bloggers cover your story on a slow news day, that's a Lottery Mentality and I think you're doing a real dis-service to musicians.
That said, thank you for your continued work leading the herd astray!
It’s the latest web site to create a major buzz in a very short period of time.