Internet video sensation “Where The Hell Is Matt” has propelled an amateur singer into the big leagues. 17 year old Palbasha Siddique's song “Praan” (Bengali for life) was used for the latest version of the video, which chronicles Matt Harding's goofy dancing with people in 42 countries. The song reached the top 10 of Amazon's soundtrack downloads, and is in the top 100 of all mp3 downloads. Harding's video was entirely self produced with underwriting by Stride gum. The clip has been viewed over 4 million times in the past month. She will not receive any royalties from the track, but has gained priceless media exposure.

$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in