{"id":126,"date":"2010-02-22T15:04:39","date_gmt":"2010-02-22T15:04:39","guid":{"rendered":"http:\/\/paulgurney.com\/whats_new_blog\/?p=126"},"modified":"2011-03-19T15:12:38","modified_gmt":"2011-03-19T15:12:38","slug":"how-going-viral-works-ok-go","status":"publish","type":"post","link":"https:\/\/paulgurney.com\/whats_new_blog\/2010\/02\/how-going-viral-works-ok-go\/","title":{"rendered":"Essay: How &#8220;going viral&#8221; works by OK Go"},"content":{"rendered":"<p>This essay by the creative musical band <strong>OK Go<\/strong> has a well-written description of how          &#8220;going viral&#8221; works. Here&#8217;s a quote from the <a href=\"http:\/\/www.nytimes.com\/2010\/02\/20\/opinion\/20kulash.html?th=&amp;emc=th&amp;pagewanted=print\" target=\"_blank\">original          article<\/a>:<\/p>\n<blockquote><p>Embedded videos \u2014 those hosted by YouTube but streamed on blogs and          other Web sites \u2014 don\u2019t generate any revenue for record companies, so          EMI disabled the embedding feature. Now we can\u2019t post the YouTube versions          of our videos on our own site, nor can our fans post them on theirs.          If you want to watch them, you have to do so on YouTube.<\/p>\n<p>But this isn\u2019t          how the Internet works. <strong>Viral content<\/strong> doesn\u2019t spread just from primary          sources like YouTube or Flickr. <strong>Blogs, Web sites          and video aggregators serve as cultural curators, daily collecting the          items that will interest their audiences the most<\/strong>. By ignoring the power of these tastemakers,          our record company is cutting off its nose to spite its face.<\/p>\n<p>The numbers          are shocking: When EMI disabled the embedding feature, views of our          treadmill video <strong>dropped 90 percent<\/strong>, from about 10,000 per day to just          over 1,000. Our last royalty statement from the label, which covered          six months of streams, shows a whopping $27.77 credit to our account.<\/p><\/blockquote>\n<p>It&#8217;s a good read; check it out, and consider how your website&#8217;s content          can be embedded in other sites and blogs, and whether it&#8217;s worthy of          being shared.<\/p>\n<p>Check out the band&#8217;s website at <a title=\"OK GO\" href=\"http:\/\/www.okgo.net\/\" target=\"_blank\">www.okgo.net<\/a><\/p>\n<figure id=\"attachment_130\" aria-describedby=\"caption-attachment-130\" style=\"width: 300px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/paulgurney.com\/whats_new_blog\/wp-content\/uploads\/2010\/02\/okgo.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-130  \" title=\"okgo\" src=\"https:\/\/paulgurney.com\/whats_new_blog\/wp-content\/uploads\/2010\/02\/okgo-300x270.jpg\" alt=\"OK GO promo poster\" width=\"300\" height=\"270\" srcset=\"https:\/\/paulgurney.com\/whats_new_blog\/wp-content\/uploads\/2010\/02\/okgo-300x270.jpg 300w, https:\/\/paulgurney.com\/whats_new_blog\/wp-content\/uploads\/2010\/02\/okgo.jpg 560w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><figcaption id=\"caption-attachment-130\" class=\"wp-caption-text\">OG GO promo poster<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This essay by the creative musical band OK Go has a well-written description of how &#8220;going viral&#8221; works. Here&#8217;s a quote from the original article: Embedded videos \u2014 those hosted by YouTube but streamed on blogs and other Web sites \u2014 don\u2019t generate any revenue for record companies, so EMI disabled the embedding feature. Now &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/paulgurney.com\/whats_new_blog\/2010\/02\/how-going-viral-works-ok-go\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Essay: How &#8220;going viral&#8221; works by OK Go&#8221;<\/span><\/a><\/p>\n","protected":false},"author":55,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[26,29,14,25],"tags":[],"class_list":["post-126","post","type-post","status-publish","format-standard","hentry","category-advertising","category-music","category-social-media","category-video"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p415hC-22","_links":{"self":[{"href":"https:\/\/paulgurney.com\/whats_new_blog\/wp-json\/wp\/v2\/posts\/126","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/paulgurney.com\/whats_new_blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/paulgurney.com\/whats_new_blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/paulgurney.com\/whats_new_blog\/wp-json\/wp\/v2\/users\/55"}],"replies":[{"embeddable":true,"href":"https:\/\/paulgurney.com\/whats_new_blog\/wp-json\/wp\/v2\/comments?post=126"}],"version-history":[{"count":6,"href":"https:\/\/paulgurney.com\/whats_new_blog\/wp-json\/wp\/v2\/posts\/126\/revisions"}],"predecessor-version":[{"id":133,"href":"https:\/\/paulgurney.com\/whats_new_blog\/wp-json\/wp\/v2\/posts\/126\/revisions\/133"}],"wp:attachment":[{"href":"https:\/\/paulgurney.com\/whats_new_blog\/wp-json\/wp\/v2\/media?parent=126"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paulgurney.com\/whats_new_blog\/wp-json\/wp\/v2\/categories?post=126"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paulgurney.com\/whats_new_blog\/wp-json\/wp\/v2\/tags?post=126"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}