Indie group’s latest marketing is cat’s meow

Best-coast

Look what the lolcat dragged in—exclusive rights to introduce the new music video from indie band Best Coast. The Los Angeles trio, whom you may remember from their Converse collaboration, struck a deal with ICanHasCheezburger.com to post the video, which is filled with kittehs, cyootness, and catnip-stoned roadies. And of course, there's a related lolcat contest—you are asked to caption a picture of Snacks, a kitteh owned by Best Coast's lead singer, Bethany Cosentino. Bands are getting this Internet marketing thing down pat—witness everything from OK Go's various virals to Weezer's YouTube takeover to Arcade Fire's "Wilderness Downtown" site (the best of 2010, according to some). Remind me, what do musicians need record companies for again?