This is the fan-made vid for MGMT's "Kids", fast-approaching 40m YouTube views, that Sam mentioned, and an example of what is likely to be a growing trend: bands using fan-made vids directly for their promotional/marketing value, and their convenience as a means of building a relationship with the fanbase. You can read more about this here.
|At the time the article was written, this video had racked up 10 MILLION hits on YouTube alone...|
You can debate the virtues or otherwise of the fan-made video, but it certainly struck a chord, despite the existence of a strikingly weird official video - compare the two below...
THE STUDENT VIDEO
|By August 2015 this video had racked up 50 MILLION hits, and creator J Salmon has smartly embedded links to other work of his - picking up 8k subscribers in the process|
THE OFFICIAL VIDEO
|Remarkably, the official vid has 2m fewer hits to date!|