First it was the Star Wars Kid, then it was the Numa Numa guy, but the latest hit on YouTube is even more unlikely: Minilogue. 145,348 views and counting...
The Swedish techno duo's 'The Hitchhiker's Choice EP' was released last month on Crosstown Rebels, picking up positive notices and club play by the underground likes of Richie Hawtin and Loco Dice. Such is the short lifespan of an underground techno single, it would seem, but this one has developed legs on the back of a clever music video and a canny decision to post it to YouTube. The track has now been added to playlists on MTV UK and Germany, quite a feat for an obscure dance track.
The video was directed by fellow Swede Kristoffer Strom from Ljudbilden & Piloten. Rumour has it that one of Sweden's biggest banks want him to do their next commercial, and his phone is ringing off the hook from "top level" artists, or so they say. So how did Minilogue and Ljudbilden meet? "A friend of ours showed us some of Ljudbilden's work and we fell in love directly," Marcus from Minilogue told RA. "At that stage we were planning the Minilogue DVD so we thought that one of his animations would fit the Minilogue concept perfectly. And so it did."
Here's the video that's causing the fuss.
Ljudbilden is also a musician, and he lends his hand to some of the chill/ambient tracks on the upcoming Minilogue album. There's no word on a release date as Minilogue are currently shopping around for labels, but it promises to be a double album plus a DVD that will include a longer version of the video for 'Hitchhiker's Choice'.