But is this a surprise? It's always been somewhat depressing to know that the lowest common denominator "sure-fire hit" has always been prevalent within the pop world. The fact that marketing budgets command the biggest slice of a song's "manufacture" is pretty much a given - the biggest change is that instead of trying to command a closed market of which they are the gate keepers - now the record labels are up against all of us.
The marketplace is crowded with lots and lots of upstarts vying for your attention so it's only natural that if a company really wants to push something they have two choices.
One of the heartening things to come out of this article is that, despite all the doom and gloom surrounding the music industry - clearly the record companies still think there's enough life left in her to invest that amount of money - it's also heartening to see that musicians and song writers are being paid - even if they have to produce Lowest Common Denominator stuff to do so.
Now i'm not sure whether anyone has done a, er, cost analysis of Viral videos - but i think judging by the views of the OK GO! video above - they're pretty rewarding. All you need is a video camera (which with the advent of cheap DSLR's with film quality is not beyond hiring at any rate), someone who can edit and a good idea.
On test this week: Dada Life's Sausage Fattener VST.
When i first saw the video for Dada Life's VST plug-in "Sausage Fattener" - i wasn't entirely sure if it was a wind-up or not. Dada Life - the production team behind the track "Fight Club is Closed", - the teaser video of which you can even see the Sausage Fattener on the Ableton session.