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“The different day, I received an alert saying our Wheels on the Bus compilation was 63rd on YouTube’s all-time chart. Derek Holder, who runs the Little Baby Bum YouTube channel together with his spouse, sounds both amused and baffled as he tells the Guardian about its startling development. But he’s completely proper.

Impressive work for the channel that the Holders founded in 2011 on a hunch that plenty of mother and father have been in search of nursery-rhyme movies on YouTube, and run from the UK. Their hunch, it’s fair to say, proved right. By January 2015, Little Child Bum was the fifth hottest channel on YouTube, and part of a wider surge of viewing for children’s videos on the service. It’s about to cross 2bn lifetime views.

“This wasn’t by design, it was by luck - we had been in the precise place at the right time,” says Holder. “It’s been mindblowing. Staggering. For those who don’t have a toddler, Little Baby Bum may have flown effectively under your radar. The channel homes a set of animated songs, together with nursery rhymes and unique songs about numbers, letters and, er, potties. The channel was born in 2011 when Holder was sitting in front of a computer with the couple’s youngest child - nicknamed Little Child Bum since her earliest days - on the lookout for nursery rhyme movies. “I was a bit stunned by the lack of decent-high quality stuff.

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There were hilarious movies: one was Baa Baa Black Sheep and it was really a goat. In others the sheep was gray or the lyrics have been generally fallacious,” he says. “The animation often appeared just like the animation I grew up on within the 1970s and 80s. I looked at Tv channels like CBeebies and the nice quality there, then checked out YouTube, and I assumed ‘these don’t really tally’. Derek’s background was in IT and telecoms - together with search engine optimisation (Web optimization) - and he had “pottered around” with music in his spare time, whereas his wife ran a design company. “We thought why not combine our efforts and have a go?

It can’t be worse than what’s on there already,” says Holder. They made one video, a 30-second version of Twinkle Twinkle Little Star, which was watched about 15,000 occasions in the first month after its release in August 2011. A second, Baa Baa Black Sheep, adopted in December that year.

The channel grew steadily, to the point the place, 18 months in, the couple had been able to begin working with an expert musician in the US on the songs. Derek’s Search engine marketing experience was undoubtedly one consider Little Baby Bum’s ability to draw viewers, however he factors to his wife because the channel’s secret weapon.

“She’s what units us apart. She is from a design background, and was born and bred in Hong Kong. She isn’t as ingrained in a lot of those nursery rhymes as I am: she’s coming in fresh, and with a design point of view,” he says. “She comes out with all these lovely ideas: Baa Baa flying a spaceship for instance. Why did Little Child Bum grow so quick within the latter half of 2014?