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How A Mongolian Heavy Metal Band Got Millions Of YouTube Views

All it took for The Hu to have an internet breakthrough was a dramatic video and screaming guitars — plus a horsehead fiddle and throat singing.
Source: #HUNNUROCK via YouTube/Screengrab by NPR

A band from Mongolia that blends the screaming guitars of heavy metal and traditional Mongolian guttural singing has picked up 7 million views for its two videos.

Leather jackets, skull rings and bandanas alongside intricately carved Mongolian horsehead fiddles are just some of the images in the first two music videos the Mongolian band The Hu released on YouTube this fall. Excited listeners from around the globe have posted comments like "This makes me want to ride a horse and shoot people with a bow" and "This sounds like ancient mongol rock of 1000 b.c. Really badass!" (sic)

And yet what The Hu is doing, while new, comes out of

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