Raving success
01/04/2008
A French dance craze has spawned a potential megabrand - and it's all thanks to video sharing. Tektonik, a blend of punk, techno, break and disco, started in a Paris club but took off after notching up 33,000 videos on YouTube.
It is fast becoming a merchandising phenomenon, with related fashion, hairstyling and CD compilations. Run by a team including a former Merrill Lynch equities trader, who trademarked the brand name early on, Tektonik is already being cited as a classic case-study in viral marketing.
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