Rock Sugar. I've actually heard of these guys. I tend to watch the Food Network a lot lately. There's a show on there called Private Chefs of Beverly Hills, where this cooking and catering agency sends private chefs out for various functions, etc. Two chefs were sent out to cater a CD release party for these guys. They were total toolbags. I certainly appreciate being able to dress like you're in a rock band, but don't be a douche and make yourself look stupid, only furthering the stereotype.
That said, video was pretty damned cool.