Best Music Video Ever? OK Go Do It Again!
Could this be one of the best music videos ever made? We think so. How OK Go will top this we have no idea! What is clear is that they had a hell of a lot of patience resetting the stage for the 60+ takes it took them to get it right, but what a result. Maybe a fully 3D video next? We challenge you to find a better video… it really is that good.
Directed by James Frost, OK Go and Syyn Labs and produced by Shirley Moyers this is the official video for “This Too Shall Pass” taken from their album “Of The Blue Colour Of The Sky”. Filmed in a two story warehouse, in the Echo Park neighborhood of Los Angeles, CA, what looks like a giant game of Mousetrap affectionately called “The Machine” was painstakingly designed and built by the band, along with members of Syyn Labs (http://syynlabs.com/) over the course of several months. Check out the results here…
Damian Kulash Jr. lead singer and guitarist of OK Go said this about their previous video for “Here It Goes Again”,
“MY band is famous for music videos. We direct them ourselves or with the help of friends, we shoot them on shoestring budgets and, like our songs, albums and concerts, we see them as creative works and not as our record company’s marketing tool. In 2006 we made a video of us dancing on treadmills for our song “Here It Goes Again.” We shot it at my sister’s house without telling EMI, our record company, and posted it on the fledgling YouTube without EMI’s permission. Technically, this put us afoul of our contract, since we need our record company’s approval to distribute copies of the songs that they finance. It also exposed YouTube to all sorts of liability for streaming an EMI recording across the globe. But back then record companies saw videos as advertisements, so if my band wanted to produce them, and if YouTube wanted to help people watch them, EMI wasn’t going to get in the way […] It brought big crowds to our concerts on five continents, and by the time we returned to the studio, 700 shows, one Grammy and nearly three years later, EMI’s ledger had a black number in our column.” Taken from the band’s website… http://www.okgo.net/
Ok Go – Here It Goes Again (The Treadmill Video)