Go to Youtube?

The long tail theory means that nothing ever dies but it still concerns me that it can take so long to find things. The case in point (today) is this from David Ford. I can't say he'd crossed my radar previously but this is very clever, and not a bad song either. How do these things gain critical mass? I guess it's as I said previously, it's getting harder and harder to find the diamonds in the dust - but they're definitely out there.