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Maxcy says YouTube’s efforts to work closely with the independents will continue to grow, and that the relationship is now “picking up steam.” Chris Larosa, music product manager at YouTube, says its yearlong effort to connect consumers with independent music will continue: “There’s definitely more we want to do.”

In the meantime, YouTube is churning out new bands. One of its stars is the Northern California indie duo Pomplamoose, which has a full-fledged digital identity thanks to YouTube.

The duo’s “videosongs” _ simple clips of the pair, Jack Conte and Nataly Dawn, performing their songs, with many split screens showing each instrumentation _ have racked up more than 65 million views.

Their YouTube channel pages also now offer for sale downloads, T-shirts, concert tickets and even official Pomplamoose grapefruit soap.