Friday, 25 January 2008


Whether you are a fan or not, you got to admire Daft Punk as certainly one of the few bands at the high table of music that understands remix culture. The idea that your content - whether you like it or not - is going to be chopped, sliced, and reconstructed by fans and enemies alike. The smart move is to embrace the collaborative culture, and get them to engage and cocreate. They need to talk to Prince and others in music trying to hold back the digital tidal wave.

Check out their widget to promote their new album and world tour.

I'm off to the Institute of Contemporary Art to watch their self-made film Daft Punk Electroma next week. Looking forward to it, something about robots. And in addition to making film, they also copped one of last year's biggest hits through a sample on a Kanye West track.

In addition to the Kanye sample, the song has been a hit with makers of viral video, but rather than shutting them down, they have embraced this culture. These virals are scoring high on YouTube.

Daft Hands - Harder, Better, Faster, Stronger (to date has 12,876,383 views)

Groovy Dancing Girl (to date 1,719,983 views)

Daft Punk - Harder, Better, Faster, Stronger (A CAPPELLA!?) - to date 2,193,864 views

Daft Bodies - Harder, Better, Faster, Stronger - to date 1,549,308 views

This is a group that understands remix culture and digital marketing. They understand that remixing doesn't kill the idea, it remains alive in the edited work, with your name, and talent. And extends the reach of the music. Remix culture is a conversation. Whether you are a fan of their music or not (and I'm lukewarm) you got to respect their smarts. Smart music now wants a two way conversation.