Kutiman, an israeli musician /producer, launched and web project called THRU YOU a week ago. It has now accumulated more than 1 millions views. How did Kutiman and his team accomplish such impressive results? With the release of his amazing Youtube-music-video remixes and the help of three associates who each sent out 20 emails to promote them. Truly marvelous work:
I intended to post about this a couple of days ago but was unable to access the THRU YOU website as it was over flooded by traffic.
Kutiman, who’s real name is Ophir Kutiel (and who’s stage name is inspired by Fela Kuti’s), had already started his ascension in music these last past years. In 2007 he released his debut album, which received an 8.2 in Pitchfork Magazine, and was praised by other renowned music mags like Under The Radar.
Certainly for the creative process it garnered, but also for the potential virality of the idea, Kutiman decided to spend 3 months in his bedroom chip n’ chopin’ youtube music videos and made original music. From the looks of it, his background in music (the album he released in 2007) got him some media coverage and put him on the map. The execution of his THRU YOU project on the other hand virtually propelled him around the world and led hundreds of thousands of people not only know who he is, but more importantly to acknowledge his genius.
This kind of makes you think once again at the momentum that a good well executed idea can drive. Taking a step back makes me realize this isn’t just some catchy idea that surfs on the wave of some un-chartered internet-buzz strategy. Of course THRU YOU encompasses those two elements, but its success has more to do with taking a risk and having incredible talent than anything else. We are living in a digitally rehashed world, and this is very apparent in the realm of music, and re-mixing Youtube videos non-stop for three months could have been a flop. It probably hasn’t flopped because it was envisioned as a professional project, because it demanded a 3 month sacrifice in time, because a whole infrastrucuture was built around it (just referring to the website here that simply makes it look pro, and to the innovative “About” video), and because the listener/viewer simply cannot deny the sheer talent emmanating from the music-videos themselves.
Would THRU YOU have boomed like if all the ingredients sited above hadn’t been coordinated together? Kutiman’s videos would have had tons of hits for sure, but never would they have been blessed by 1 million freakin’ views in only a week. For his entrepreneurship, he deserves each and everyone of those hits. For his talent he deserves the red carpets that are about to land at his door step soon enough. A new music 2.0 star is born people.