They've flipped their latkes in the air for more than 4 million viewers on YouTube and millions more on network TV. Stories about them have appeared in the mainstream and Jewish press, from the Wall Street Journal to the Forward, and this week they performed at the Knesset in Israel.
Not bad for a bunch of college students who were just having fun and wound up an overnight sensation.
They are the Maccabeats, an all-male a capella group of 14 current and former students from New York's Yeshiva University, which combines a liberal arts education with traditional Jewish learning.
Because the group is so large, members' live appearances are often handled by sub-sets, or "teams." Six members will be in Pittsburgh for their first local concert Saturday evening, the result of a friendship with a local rabbi.
The young men formed a campus singing group in fall 2007, and soon their close harmonies and religious message were in demand in the larger Jewish community. In March, they released their first CD, "Voices from the Heights." But their real fame dates to the November YouTube posting of their song "Candlelight," a take-off on Mike Tompkins' version of the Taio Cruz song "Dynamite."
Maccabeats members Immanuel Shalev and David Block wrote a parody of the lyrics -- "I throw my hands up in the air sometimes, singing ay-o, gotta let go," became "I flip my latkes in the air sometimes, singing ay-o, spin the dreidel."
They reproduced Mr. Tompkins' arrangement and split-screen format, giving him on-screen credit. Then they added their own touches, complete with a few hip-hop moves and a hilariously dorky re-enactment of the holiday's origins.
The video quickly went viral, and the Maccabeats became media darlings. Something about all those clean-cut young men in kippas, white shirts and ties really captured viewers. The group even heard from Mr. Tompkins, who said he liked their version.
Thus the Maccabeats managed to do something rare, besides rhyming "ay-o" with "dreidel." They found a wide audience for a catchy, contemporary Hanukkah anthem that is actually about the meaning of the holiday.
The last Hanukkah song that made it big was by Adam Sandler, the former "Saturday Night Live" star. He wrote a tongue-in-cheek ode to famous Jewish people to comfort kids who feel left out at Christmas. That was in 1994, before YouTube, which played an enormous role in the Maccabeats' renown.
"We had some success up until the video and we were on the rise, but then this video went viral and brought us to a whole new level of popularity," said group member Buri Rosenberg in an e-mail interview.
He and his colleagues range in age from 20 to 24. One is a rabbinical student, the others are pursuing studies in medicine, law, psychology, economics and marketing. Two are married, two engaged.
Video director Uri Westrich loved the project so much, he's taking a leave from medical school to pursue a career in videography.
The group's motivation extends beyond fun.
"We want to spread the values of Torah to as many people as we can through the medium of music and harmony," Mr. Rosenberg said.
They are succeeding so far beyond their wildest dreams. Long after the end of the Hanukkah holiday, he said, "Candlelight" continues to draw 30,000 hits a day. It is also driving traffic to the group's other videos, mostly religious songs in Hebrew, although they also sing some secular numbers.
"Many of our other videos have more than quadrupled in views thanks to the 'Candlelight' video," Mr. Rosenberg said.
"I can only imagine that a few of the members would love to turn this into a career, although it's very hard to make a career in the Jewish music business."
Still, they are trying. The group's website, maccabeats.com, advertises availability for weddings, bar/bat mitzvah celebrations and Shabbat weekends similar to what's planned for their Pittsburgh visit.
The group will lead services tonight and Saturday at Poale Zedeck Congregation in Squirrel Hill, which is sponsoring their public concert as a fund-raiser. Proceeds will benefit the congregation's youth programs.
The appearance was the idea of Rabbi Daniel Yolkut, Poale Zedeck's new chief rabbi. He moved in August from Richmond, Va., where Maccabeats member Ari Lewis and his family were friends, neighbors and congregants.
"I taught Ari," said Rabbi Yolkut, himself a graduate of Yeshiva University. "He's been telling me about the group, and I've been tracking them. They're such wonderfully talented, clean-cut young men.
"They have a good time, but they are also people of substance. They have a religious message that is accessible and authentic. I thought it would be great to bring them in and expose the community to what they have to offer."
First Published: January 14, 2011, 10:00 a.m.
