OK Go has always recognized the importance of a killer music video… and most importantly, in the digital age, a viral music video.
Now the band who made the world wanna get down on their treadmills (or ellipticals or stairmasters… hey, treadmills are hard!) in the uniquely choreographed, single-take “Here It Goes Again” is back, with a new album, Of the Blue Colour of the Sky, due out this summer. OK Go pulled out out all their signature jaw dropping video skills in the clip for the first single, “This Too Shall Pass,” which, well, let’s just say, this too shall kick ass. Check out the clip that’s racked up almost 3 million views in only 3 days:
The clip was directed by James Frost, OK Go and Syyn Labs and was filmed in a two story warehouse in Los Angeles, CA. The “machine” – known as a Rube Goldberg Machine, which incorporates an uber complicated series of events to complete a simple end task a la Mousetrap – was designed and built by the band, along with members of Syyn Labs over the course of several months.
