Realizing that no one has really tried to create a pop culture phenom in quite this way before in an era when the flat world theory seems most plausible when observing global music consumption, they are genius.

Alec Ounsworth is best known for his work with the band, Clap Your Hands Say Yeah. To date, the band has released two self-distributed, full-length studio albums: "Clap Your Hands Say Yeah" and "Some Loud Thunder", as well as the internet-only live album release of "Live at Lollapalooza 2007: Clap Your Hands Say Yeah".

Bill Caperton and Mike Gunnerson, both formerly of Ela, spent 10 days in a northwoods cabin writing and recording music.

Joshua Carter and Sarah Barthel of Phantogram have known each other since junior high school but didn't become a band until 2007. After the duo honed their unique sound--slow-burning indie rock decorated with heavy, eerie electronics--they quickly earned the attention of independent labels.

The Soft Pack released their self-titled debut LP on February 2 after a handful of singles and a lot of buzz.