The group won’t be bearing the cost of its sudden popularity; that is being taken care of by companies like Google. Its music videos are streamed by Google-owned YouTube, and most of the discussion about it happens on Facebook and Twitter or third-party blogs and news websites. Its own server is hosted in the USA, the land of milk and honey and bandwidth so cheap it’s nearly free. Its demo CDs are created on a home computer at a price that can be measured in cents per unit, and even its very slick and highly stylised videos were made for next to nothing.





