YouTube music video stars become real music video stars

Open Market readers may have seen this already, but I wanted to point out one interesting development from last night’s Grammy awards. The award for best music video went to the band OK Go, for “Here It Goes Again.”

Remember that funny video clip from YouTube of the four indie rock guys dancing around on treadmills? The one that got forwarded around millions of times by amused Internet users? Well, it just won a Grammy award, beating out established bands from huge labels, including the Red Hot Chili Peppers (who won three other awards last night).

It was made for almost no money, got no marketing or airplay other than YouTube and MySpace, yet it’s been seen by millions of people and has now won the biggest award in the music industry. Truly, friends, the future is now.

Here’s the big winner: