Catch the viral music bug (part two)

As a follow up to my earlier post (sort of) on the impact of viral marketing on the music industry, I wanted to share one of the greatest things I've come across on the internet in quite some time: Wha!? Studios, a "netlabel" showcasing the work of innovative DJs through the use of mash-ups:

"The WHA!? started as a bootleg compilation series by Simon Iddol. The basic concept was simple, collect the best mashups, organize them into a themed compilation and present it to the mass audience. The WHA!? bootleg series had 9 albums. Each album received thousand and thousands of downloads and resulted more spotlight for the featured producers and for the bootleg scene general. Simon Iddol has decided to use the power and popularity of the WHA!? to help other artists and he turned the WHA!? project into a netlabel. Now the WHA!? is open for other artists as well, to release their music."

Okay, let's back it up. Mash-ups are fantastic. Even Ken Rutkowski mentions them in his presentations. DJs take two great songs, squish them together, taking the lyrics of one and the music of the other, and make one fantastic SUPER SONG! Super songs worthy of their own theme songs! TWO THEME SONGS MASHED TOGETHER!

Excited? You bet you are.

Wha!? Studios currently offers two complete albums (about 20 songs a pop) for free download from their website. The first, a compilation of the best mash-ups of 2007. I didn't recognize a single one of the DJs responsible - I think that's the whole point - but I most certainly did recognize some of the remixes. Cool that now I actually know who was responsible for them. The album features music and lyrics from an epic range of artists. Billy Idol, The Gossip, Sex Pistols, Bob Marley, Iron Maiden, The Doors, Genesis, David Bowie, Outkast, The Beatles, George Michael, Led Zepplin, Madonna and more.

Of course, some of them don't really do it for me but others are nothing short of mind-blowing. I think I'd love to see some of these DJs at work, choosing their songs, lining them up and weaving them in and out of each other, but I imagine it's a lot more work than it sounds. We're talking studio quality stuff here.

The second album on Wha!? was an even more exciting find because it really showcased how much can be achieved with creativity even when presented with a narrow focus. Da-Tah uses either lyrics or music by the Scissor Sisters (I don't feel like dancing) on each of the 20 songs, working them in with artists including Guns 'n Roses, The Beatles, Pink Floyd, Aretha Franklin, Lauryn Hill, The Clash, Nine Inch Nails, Beck, the Amercia's Funniest Home Videos theme song, the voiceover from a salmon documentary, and countless sources. They even made Lil Mama's terrible Lipgloss listenable by popping it seamlessly over I Can't Decide.

Wha!? doesn't ask for payment or donations, but rather a mention or a digg to spread the word. For some reason, I find the whole concept of netlabels with free material incredibly appealing and exciting. Definitely check it out...surely you'll like one of the dozens of artists used in one of the 40 songs...I trust you'll find something you like.

There, my debt is paid.

Related:
Catch the viral music bug (part one)