In the afternoon in the spring in 2005, OK Go members wear early suits, collecting a video camera and danced on their way to history.
A single snapshot clip of the DIY band for her song “Million methods– Where the amazing quadruple quadruple moves within three and a half minutes of complex dances on the courtyard behind the singer Damian Colch in Los Angeles, it became one of the first virus videos of music, and millions of downloads (remember that?) And help create a new way to communicate with the masses with the start of the Internet to bypass MTV and the highest 40 radio.
Well, going to the approach in 2006 with his video of “Here he goes again“Another naked production that made the musicians dance to eight simultaneous mill, and then continued to offer increasing clips with that Rube Goldberg machineand Zero Evangelist flight and A box of wonderful dogs.
“Once something happened, it was so: Holy S – we, we are the pop culture now,” said Colash on the last day of “Here goes again,” which won the award for best music video and watched more than 67 million times on YouTube.
Twenty years after “a million methods”, cultural communication mechanics have turned again thanks to social media and Tiktok, as it guides what you face while passing by the invisible hand to analyze data.
“The algorithm has become a little more powerful,” said guitarist Tim Nordind with a smile.
“It is not a great fan of the algorithm as the ruling of art,” added Colash. “It is sad to see the improvement in an area that was one wild day.”
However, OK GO still in this: The collection last month released the latest video of one sheet of the song “Love”, where Kulche and its co -managers have installed dozens of mirrors on strong automatic weapons inside the old Budapest Train Station to create a kind of obstacle in the Calosing.
The band’s methods have grown more sophisticated for “a million ways”, and these days, are looking for corporate sponsors to help revive Kulash visions to life. But the adventurous spirit – and the personality – remains the key to its work.
“What I love in the” Love “video is humans in the room. Belwether. (The other members of the group are the guitarist Andy Ross and the drama player Dan Konopka.) “The robots are only”, the singer added, “To move the mirrors so that we can try this magic thing – simple and beautiful – from mirrors that make endlessness.”
A sad psychiatric jam is inspired by Kolash becomes the father of twins-his wife, author and film director Christine Gore, is the daughter of former Vice President Al Gore-“Love” comes from the new OK GO album, “” Leat Struting, “. By shudder to think Craig Wizen The fake existential song about the discovery of the absence of “there is no Machina working far away in the wings.” (The latter is called “This is how it ends.”)
“We are the elderly who are listening to sad songs,” said Colch, who will be the age of 50. “This is what happens when you become an old person, right?”
“Part of the beauty of OK Go is that they are very music – so that it does not seem that all these things that do not seem to flow together like OK OK GO,” said Witrin, who has known Colash since the latter was like a teenager to think about his joint hometown in Washington, DC. From Wedren’s point of view, the band “does not get enough credit for their exploration as musicians – perhaps because of the genius of videos.”
If this is the case, Kulash does not look particularly in mind. He knew nearly two decades that the viral success of the mill video – the band Rectement on the stage At the 2006 MTV Video Music Awards between the offers made by Justin Timberlake and Bionce-I threatened to make “one wonder wonder which was one blow to the trick of exercise equipment”, the singer said. “Or it can be open to a chance to do more and the strangest things.”
Among the strange things that ended up the group: 2014 clip of “I will not let you down“Where members wander around a parking lot in Japan on personal mobility devices under the eye of the camera on a drone.
“I remember hearing that Radiohead did not play” crawl “for 10 or 15 years because it was very great for that,” he said. “If we take our very wonderful way for homemade and homemade videos, I can look back and say -“
“We have passed a quieter profession,” Nordwind faded.
There is a way to look at the OK Go on photos that depict the band as a harbinger of an era when “music” is just another word for “Content Creator”.
“It is strange to think about a life in the vertical instead of the horizontal,” Norddind said, laughing, referring to the relevant trends of videos on Tijook and YouTube.
“It is difficult for social media is the issue of size – the balance of size and quality is based on me,” said Colash.
Creators, means that they are expected to come out as a small factory from one person.
“Day after day,” Norddind said. “We would like to take our time.”
“Also: when I fall in love with a song, I want to hear that song over and over again.” “I will listen to” purple rain “until I die. Will people come back and search for someone’s feeding to restart the Tiktok who fell in love with them for the first time?
He added: “The relationship that I think people have their favorite star on YouTube or Tiktoker”, “It seems like a relationship with celebrities more than a relationship with art.”
Well, go in the rehearsal studio in Borbank.
(Robert Gotier / Los Angeles Times)
For the Chulsh, who first appeared in the director as a director (beside his wife) with 2023 “Bubble“It is obligatory to seek art in the ideas of effort and restrictions, which is why artificial intelligence does not care as a tool for making films.
“When everything is possible, nothing special,” he said. “The reason we shoot our videos in one snapshot not only for filmmaking tournaments. This is because this is the only way to prove people: this is real – we have done the thing.”
OK GO dedication led to the expensive and time -consuming effects of time to partnerships with a number of deep brands, starting with State Farm, which spent $ 150,000 to finance the video. Meta video “Love” and in return I got a prominent place in the Ray-Ban Smart Glasses clip.
Colch said that this type of product mode was “scary like S – in the late first decade of the twentieth century, when the fear of being seen as chasing every rock band.
“Now, of course, it is like an honor badge,” he added, among the influencers who are eager to show off corporate relations.
To explain his position in this regard, the singer – whose band has moved away from the Capitol Records deal in 2010 to start his brand, Paracadute – a extended metaphor: “On the other side of the planet, tectonic plates are moving, which is why everything is thinking about everything. All of this is from the dollars of ads, every part of it. Laughter.
“There is no mark in the world ever,” hey, why don’t you go to Budapest for three weeks and spend an exciting amount of money to make this music video at a time when you are no longer even a music video channel? “
“But brands know this is worth it, and we know this is worth it,” he said. “You just have to make sure that you are not burning from magma.”
