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Otafuku Rex is billed as a "cyberfunk septuplet band".

Musically they are the brainchild of Brian LeBarton, also known as Beck's keyboard player. In one of the most clever cross-promotional marketing campaigns yet, Otafuku Rex was launched not from a record label but from an animation software company called Xipster. Anytime Otafuku Rex is mentioned, Xipster will likely be mentioned (as will the Gorillaz and the phrase "Beck's keyboard player").

Much like the Gorillaz, Otafuku Rex is not so much a "band" as they are a concept. Made up of 7 members; Word, Duke, Bert, Camerahead, Stank, Kazinka, and Skull, each has their own hip "personality". As a purist, this irks me a bit as I feel it completely removes the listener from the musician and relinquishes the experience purely to the visual. This is multimedia, virtual and strictly packaged and manufactured. The irony of course being that most every "band" that makes it to the forefront of pop music is just that - manufactured - but can't we at least pretend the industry has a spirit?

Setting aside my naive purists' commentary for moment I'd have to say this a creative concept no doubt and one that does well to use the internet as a launching point. Otafuku Rex has plenty of media on their website, is done very well conceptually, cross-promoted in all the right places, has a cheeky vibe, is safe for kids 10 and older and is fun from start to finish.

I have to mention as well that there's a certain insider's savvy that comes with group. From the media galleries to the link lists and community pages there's actual quite a bit of underground knowledge and hipness throughout. This is obviously being fronted by more than just studio execs and I respect their approach and humor.

The first single from Otafuku Rex is "Do Me I'm The Best" and combines stop-motion animation with live sets and footage. You can see the video along with other media and downloads on the band's website.

Otafuku Rex

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Block Party is out on DVD June 13th.

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