This week internet superstar Fred got a last name, Figglehorn, to go with his new web site FredFigglehorn.com.

So the video above by Fred here has been viewed nearly ten million times on YouTube. According to sites which rank video views, each of the Fred videos have been viewed many many more times than that, syndicated across many sites. On YouTube, the format is called Imrov, although I’ve been told by industry professionals that the show segments are scripted, so I’m not sure why Improv is the category. Could just be because nobody knows how to categorize a lot of new formats which have sprung up via new technology. The show describes itself as follows:

“Fred Figglehorn, a six-year old with anger management issues and an alcoholic mother, uses her video camera against her wishes to posts videos to YouTube documenting (vlogging) the details of his love for Judy, hatred of bully Kevin, crush on Miss Amy, Bertha’s instigations, his annoying Grandma, his friendships with animals, and whatever else pops into his mind. The Internet’s All-Time #1 Weekly Series, with over 100 Million views.”

Of course Fred looks distinctly post-pubescent and not six, but it’s, ya know, comedy.

I understand that a team of around half a dozen people put these vids together. I assume some portion of the team is responsible for marketing, but I have not yet discerned what is particularly different or special about either the content or marketing or talent involved in these productions. Apparently, at least as presented to advertisers who might buy web tv air time or product placement, tween females are the number one demographic. Although, with these numbers, definitely not the only one.

Other than imp in the machine or perversity of the universe, I have no explanation for why Fred is an internet sensation. He doesn’t make my skin crawl or anything, like he does some folks, but I don’t really get it either.

Anyone want to take a shot at hypothesizing why Fred is the most popular boy in internet television?

So, I think Madonna is pretty awesome in general, but I’m vaguely baffled by her message to YouTube video. In it, she is supposedly vacuuming the set for her 4 Minutes video because apparently other people didn’t take care of it. Then she tells the world of YouTube good job on making tons of videos for her 4 Minutes single. To date, her thanks for making essentially fanfic versions of 4 Minutes video has received 3,175,135 views on YouTube.

The actual official Warner Bros video for Madonna’s 4 Minutes has only received 846,562 views. It opens with a little rap from Timbaland and most of the song is a duet and coordinated dance moves from Madonna and Justin Timberlake. Madonna and Justin Timberlake take off some of each other’s clothes during their choreography and, unlike Janet Jackson, I guarantee Madonna won’t apologize or pretend that her clothing flying off is a wardrobe malfunction.

A search on YouTube for +”4 minutes” +madonna yields 2,860 results, including both the fanfic (or whatever YouTube people call this sort of thing) vids and multiple copies of the official video and various video responses to the go ahead and make videos based on the video video. This sort of viral marketing is all very meta. Will encouraging people to do more of what they were going to do anyway work to Madonna’s benefit? Will it sell more of her music, raise her stock for endorsements, or otherwise make bank?

I don’t know the answer and I’m really interested in hearing what other people think about how this will work as a marketing effort. Do you enjoy fanfic videos? Regardless, you should watch the real official video because it’s fun candy and Madonna and Justin Timberlake dancing is way hotter than most porn.

And, to the desperate, sell-out assholes who will say that Madonna’s boots in the video mean fetish is crossing over to mainstream, I have a couple of things to say. First of all, why do you hate yourselves so much? What, besides self-loathing, could make someone put huge effort into being a fetish star while believing that being somehow mainstream would be preferable? Lastly, Madonna is successful, not mainstream. I’d be pleased to help anyone who thinks success=mainstream or mainstream=success in busting out a dictionary.

For those I need not whack with the legacy of Noah Webster and those more familiar with Justin Timberlake, I’d like to leave you with some vintage Madonna sex music video. Her Express Yourself video on the official Madonna channel has only received 6,440 views to date, so I thought y’all might feel like giving it a boost.