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# Refe Tuma Adds To Discussion About OK GO
- URL: https://www.hypebot.com/refe-tuma-adds-to-discussion-about-ok-go/
- Published: 2010-06-15T10:30:00.000Z
- Updated: 2010-06-15T10:30:00.000Z
- Description: With regards to a post that ran last week about OK GO and how their their viral marketing efforts overpower their music, Refe Tuma of Creative Deconstruction has written a great follow-up piece, where he asks, Do Viral. Continue reading [https://www.hypebot.com/hypebot/2010/06/refe-tuma-adds-to-disc
- Author: admin
- Tags: Music Marketing, #wp, #wp-post, #Import 2026-01-21 10:59

With regards to a [post](https://www.hypebot.com/ok-stop-marketing-and-music-videos/) that ran last week about **OK GO** and how their their viral marketing efforts overpower their music, **Refe Tuma** of [Creative Deconstruction](http://www.creativedeconstruction.com/?ref=hypebot.com) has written a great follow-up piece, where he asks, [**Do Viral Music Videos Sell Records?**](http://www.creativedeconstruction.com/2010/06/do-viral-music-videos-sell-records-a-closer-look-at-ok-go/?ref=hypebot.com) In it, Tuma takes a closer look at sales for OK GO's album *Of the Blue Colour of the Sk* andthe success of videos tied to the song 'This Too Shall Pass,' trying to determine if the millions of views that the videos generated led to record sales. **His answer**: not *necessarily*, or at least not in the case of OK GO.

![CD](http://hypebot.typepad.com/.a/6a00d83451b36c69e201348444f156970c-250wi "CD")

The [whole post](http://www.creativedeconstruction.com/2010/06/do-viral-music-videos-sell-records-a-closer-look-at-ok-go/?ref=hypebot.com) is worth the read, but this is my favorite part:

The **music video** has **evolved into an art form of its own**, but it remains an important promotional tool. The key for modern artists and bands is **to figure out** **what exactly they are trying to promote**. Just an album? Or the diverse streams of art, content and experiences **that grow their fan base and make up their livelihood**?