The Midnight Beast - The Music Industry

The Midnight Beast, sometimes abbreviated as TMB, is a British comedy music group from London, perhaps most famous for their YouTube cover-parody of the 2009 single TiK ToK by American pop artist Ke$ha.The group currently consists of its three founding members, Stefan Abingdon, Dru Wakely and Ashley Horne.
(http://en.wikipedia.org/wiki/The_Midnight_Beast)

See their parody of  Ke$ha's TiK ToK here

This is their blog:http://midnightbeastuk.tumblr.com/

Question (worth answering on your blogs)

How have they managed to be successful despite not being signed to a label?