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I just heard an interview with Damien on NPR. He's actually a really smart guy, although it doesn't really come across in the submitter's video.

http://www.npr.org/templates/story/story.php?storyId=1245329...

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I went to the same HS as Damien and knew him through sculpture class. Very smart, very funny and quite a gifted artist. He was also nice to me as a freshman when he was a senior. Most people were surprised when he broke out in the music industry b/c we thought he was going to be a painter or a sculptor. Then we saw the videos and said, "oh, yeah, that makes sense."

And you can add to that a source of inspiration. Ironically, I saw this post on HN after just submitting an "Ask HN" which came to me while watching a live performance of OK GO! on YouTube. http://news.ycombinator.com/item?id=1183847

The lot of them are such a great business case study by the way. The way they created their "brand", their marketing prowess and their ability to continually, continually, continually be so masterful in the art of word-of-mouth and virality.

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