Kutiman's Viral ‘ThruYOU' YouTube Remixes
Marissa Brassfield — March 7, 2009 — Pop Culture
Kutiman’s remixes of YouTube videos for his ‘ThruYOU’ project are stellar--so stellar, in fact, that their viral popularity has knocked Kutiman’s website offline for the past three days. Kutiman has created an entire album of these mixed, mashed-up YouTube music videos, and they’re awesome.
Kutiman is an Israeli musician; although he’s done other work, it’s safe to say that ‘ThruYOU’ is his most ambitious--and most viral--project to date.
Implications - In the last few years, one of the most important metrics by which people judge marketing is its ability to go viral. A company can harness this fad by investing in advertising that directly mimics, mocks, or recreates popular cultural touchstones. In doing this, the company shows it is on the forefront of contemporary pop culture and is cutting-edge enough to include it in the marketing for their (usually unrelated) products.
Kutiman is an Israeli musician; although he’s done other work, it’s safe to say that ‘ThruYOU’ is his most ambitious--and most viral--project to date.
Implications - In the last few years, one of the most important metrics by which people judge marketing is its ability to go viral. A company can harness this fad by investing in advertising that directly mimics, mocks, or recreates popular cultural touchstones. In doing this, the company shows it is on the forefront of contemporary pop culture and is cutting-edge enough to include it in the marketing for their (usually unrelated) products.
Trend Themes
1. Youtube Remixes - Disruptive innovation opportunity: Develop a platform or software that automates the remixing process to make it more accessible to a wider audience.
2. Viral Marketing - Disruptive innovation opportunity: Create a tool or service that helps businesses track and measure the virality of their marketing campaigns, allowing for more targeted and effective strategies.
3. Cultural Touchstone Advertising - Disruptive innovation opportunity: Build an AI-powered advertising platform that can analyze popular cultural touchstones and generate personalized ad content that resonates with specific target audiences.
Industry Implications
1. Music Production - Disruptive innovation opportunity: Develop AI algorithms that can automatically generate music remixes using samples from various sources, including YouTube videos, to revolutionize the music production process.
2. Digital Marketing - Disruptive innovation opportunity: Integrate machine learning and data analytics into existing marketing platforms to optimize viral marketing campaigns and predict their potential impact.
3. Advertising Technology - Disruptive innovation opportunity: Create an AI-powered advertising platform that combines real-time data analysis with creative content generation to deliver highly personalized and culturally relevant ads.
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