I read an interesting article in The Wall Street Journal called "Download This: YouTube Phenom Has a Big secret." Marie Digby is a 24 year-old singer and guitarist who began posting "homemade" music videos on YouTube about a year ago. Her videos (mostly covers of pop songs) took YouTube by storm and ultimately launched her music career. She now has radio exposure, songs for sale on iTunes and literally millions of fans who adore her music and the "humble" way she has become a star. Two weeks ago, Hollywood Records began to spread the news that they had signed this new, talented pop star.

It turns out, however, that Marie Digby was actually signed by Hollywood Records in 2005, over a year before she posted any of her videos on YouTube. They conveniently left that detail out of the recent press release. Digby's MySpace page mentions nothing about record label involvement; and every time she has appeared on TV or the radio, she is ostensibly shocked and amazed at how she "stumbled" into recognition.

Obviously, this demonstrates the tremendous power of the Web to build meaningful awareness for any person, brand, product, service, etc. As for Hollywood Records, there is no doubt that this campaign is responsible for the high profile of Marie Digby's debut album, which was finished at the end of 2006. As for the millions of YouTube viewers who believed they were watching a self-made pop star get lucky with the opportunity of a lifetime, I'm not sure. Hollywood Records and Marie Digby: Genius marketing or deceptive tactic? 

Check out some of Marie Digby's music videos.