IN TUNE : In case you’ve been otherwise occupied and didn’t notice: The poster kids of viral music video, OK Go!, are back. Their latest gotta-see-this creation, “End Love,“ is already pushing the one-million hit mark, and it’s been up only a week.
You know these guys: They did that phenomenal treadmill ballet on “Here It Goes Again,” which, at more than 50 million hits and climbing, is one of the all-time most-viewed music vids.
They followed with a life-sized game of Mousetrap on “This Too Shall Pass.“
The beauty of OK Go! isn’t just in the wonder of how many people took how long to create what lasts only a few minutes:
It’s also enchanting how the band turns the original music video on its head.
To this day, there are still acts who simply preen in front of the camera, lip-synching the words to their song from 20 different angles, as knee-jerk promotion. For OK Go!, the music is incidental. The videos are the creations.
If the synchronized swimming of “Here It Goes Again” and Rube Goldberg-esque engineering marvel “This Too Shall Pass” blew you away, “End Love” will leave you scratching your head. Makes you wonder whether Spike Jones has that kind of stamina.
It would be like guessing the number of jelly beans in a jar to try and figure how many still shots make up the new video, never mind the number of hours. Were there Red Bull coolers on the side during breaks?
After OK Go! spent years of the clichéd toiling in obscurity, EMI didn’t want the band’s breakout videos downloaded, or even embedded. So OK Go! severed ties and is doing things differently now. They’ve made “End Love” downloadable, and are urging their fans to upload it to their Facebook pages.
Check it out yourself:
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