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Fallon had Tyler, The Creator and Hodgy Beats of Odd Future on Late Night with Jimmy Fallon on Wednesday. Before the performance, Fallon held up an LP-size QR code that, when viewed with the proper app, led viewers to oddfuture.com, which features a video of Tyler The Creator's "Yonkers."
The effect of the plug will no doubt be magnified by the fact that the clip has become a Trending Topic on YouTube Trends with more than 50,000 views since the clip was posted yesterday.
For Fallon, this is just the latest in a long line of innovative social media outreach programs. Fallon has been a pioneer among his fellow talk show hosts in the use of Twitter, has enthusiastically disemminated clips of his show online to reach a digital savvy audience and has picked up on Internet memes like "Double Rainbow," which he performed as Neil Young.