So we wrote a song called ‘Dumb Ways to Die’, created a music video for it and attributed it to an artist that didn’t exist: Tangerine Kitty. We uploaded the video onto YouTube and the song onto iTunes. We pushed the music video on MTV, in cinema, through outdoor and at stations. Within a week it had been viewed 20 million times and covered on every news service in Australia. The song sold over 77,000 copies and charted in 28 countries.
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