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.