Music Video For Database Start-Up? That's How CouchOne Rolls

How does a small Bay Area start-up whose business revolves around arcane coding compete for developers with the likes of Facebook and Google?

By making a rap video, of course.

CouchOne Inc., an Oakland, Calif-based company that makes a database built on open source software called CouchDB, produced the video partially on a whim and partially to bring attention to the start-up, which raised a $2 million Series A round last year from Redpoint Ventures and is in the process of raising a Series B.

The video, “I Use CouchDB,” stars CouchOne co-founder Chris Anderson and the company’s office manager, Claire McCabe, as a cool-looking pair whose stresses melt away when they replace their clunky SQL database with CouchDB. The video intersperses shots of the company’s product in use with scenes of Chris and Claire rolling through the streets of Oakland, Claire at one point riding on a car hood.

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