Watch! OK Go – Needing/Getting

OK Go get it. In a day and age where music television channels show mind numbing and utter crap reality shows instead of actual music videos, you need to get your music out there. With YouTube and other online services (wait, what other online video sites are there?!), bands can simply upload their videos and bypass television completely. In order to get your video popular, you can’t simply stand in an arena or on the road side and sing your song. You need a high concept or highly viral idea for your video. Think The Black Keys video for Lonely Boy or even Radiohead’s video for Lotus Flower.

Or, think of virtually every OK Go video. They did the treadmills video. They did the one-take giant machine video. They had the buckets and the dogs video. Now, they decided to play the instruments in the song, but rather than them play themselves, they play them with the car they are driving around in. They put the instruments on the side of the road, had a car with a pneumatic arm, and then had at it. The video took 4 months of preparation and 4 days of shooting and recording, and parts of the video were used in Chevrolet’s Chevy Sonic ad, which premiered on Superbowl 2012 (via Mashable). So they sold out?! Bugger! Unfortunately, the concept is cooler than the result, as it is a bit of a mess and you can’t always tell what is going on, but that might be the hangover talking.

Bands, take note. If you want your music out there, get your video out there.

OK Go – Needing/Getting
[youtube MejbOFk7H6c]

You may also like...

2 Responses

  1. 2012/02/21

    […] the one with them jumping on the trend mills, the one with the dogs and buckets and stuff, and the recent car driving / instrument playing one. Their manager, Jamie Kitman, recently spoke to the SF MusicTech Summit and explained that despite […]

  2. 2012/03/30

    […] OK Go, have a new video. The makers of the treadmill video, the crazy contraption video, and the car driving and playing instruments video have made a new video for their song, Skyscrapers. Will they blow up worldwide skyscrapers and […]