Chicago Music Exchange, a legendary retailer of new and used guitars, scored more than 3 million page views in four weeks with a YouTube video of a talented employee who told the history of rock and roll by playing 100 riffs. "It's like watching an Olympic gymnast," says owner David Kalt. "You can totally appreciate his craftsmanship. It appeals to both guitarists and music lovers." The total cost: About $2,500 to $5,000, when Kalt factors in staff time and use of his marketing firm. After publishing the video, the store saw an extra 200,000 unique visitors to its website in the month immediately following its release. "We've had a nice uptick in transactions online and offline," Kalt says. And viewers have starting coming to the store looking to meet the employee Alex Chadwick, and buy Chicago Music Exchange t-shirts as a souvenir.
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