The Office ‘JK’ Reference Lifts YouTube, Chris Brown

NBC has indirectly provided a potential monetary boost to YouTube, and the R&B artist Chris Brown.

Last Thursday’s much-praised episode of The Office featured the show’s cast reenacting the YouTube viral hit ‘JK Wedding Dance.’ That clip, which became a massive hit over the summer (12 million views in July alone), features a wedding party dancing to Brown’s single Forever. Once the clip gained in popularity, YouTube began moneziting the video with ads from—which enabled users to purchase versions of the Brown single.

Since last Thursday’s episode of The Office, daily viewership of JK Wedding Dance videos tripled, according to the video analytics firm Visible Measures.

The video—which is now approaching 33 million views–jumped from averaging roughly a thousand views per day to 4,000, per Visible Measures, providing lots more views for YouTube and Chris Brown to cash in on.