increasingly have them create content on their behalf. they realized this would be a wonderful way to get exposure without having to pay for exposure. >> the second video was so popular, matt did a third one. this time he called in reinforcements. >> my favorite clip in that second video informs rwanda where i danced with a bunch of kids in a village, and i thought that's more interesting. i should be doing that all along. so i went back to stride and i told them this idea for another video where i'd take all the e-mails from people all over the world who said, why didn't you come dance in my country. and i would go there and invite them to come dance with me. and we got thousands of people to come out and dance with me for this third video. >> there is movie star fame. rock star fame. even reality show fame. but this was different. >> we came up with this term e-lebrity, somebody who came to fame through the internet. >> with that and e-lebrity status, there was no going back to day job. >> i make videos in which i dance badly for a living.