OK Go's Damian Kulash Reflects on Two Decades of Innovative Viral Music Videos

Table of Contents

1. Key Highlights
2. Introduction
3. From Treadmills to Viral Fame
4. The Evolution of OK Go’s Musical Visuals
5. Behind the Scenes of the New Video "Love"
6. The Future of OK Go
7. FAQ

Key Highlights

• OK Go’s frontman Damian Kulash and bassist Tim Nordwind discuss 20 years of the band's groundbreaking music videos in a recent panel.
• The band premiered their new video for “Love” from their upcoming album, marking their first release in a decade.
• The evolution of their creative process emphasizes the importance of audience engagement over traditional rock star imagery.

Introduction

When OK Go first burst onto the music scene in the early 2000s, few could have predicted their evolution from a rock band to pioneers of the viral music video format. The band’s visual creativity redefined how music videos could be experienced, transforming them from mere promotional tools into mainstream entertainment events that captured global attention. In a recent panel discussion held in Beverly Hills, frontman Damian Kulash and bassist Tim Nordwind, alongside director Aaron Duffy, revisited this journey, celebrating two decades of their "ridiculous" and innovative music videos—each an intricate blend of choreography, humor, and boundless imagination.

From Treadmills to Viral Fame

The panel, aptly titled From Treadmills to Industrial Robots: A Retrospective, opened the door to a whirlwind of memories, featuring the band's viral hit "Here It Goes Again," which aired during the infancy of YouTube. This award-winning video showcased the band’s members performing a treadmill dance that became not only a defining moment in their career but also a case study in effective audience engagement.

The Birth of a New Era

In 2007, “Here It Goes Again” garnered a Grammy for Best Music Video, emphasizing how the band had tapped into an emerging digital landscape. "At some point, we realized it had been downloaded as many times as we had sold albums," Kulash recounted, marking a significant turning point. The video’s creation was driven by spontaneity; filmed in the living room of Kulash’s sister, the appointment to shoot was born out of a desire to showcase their willingness to push boundaries. Kulash reflected, “We didn’t approach it as making a rock video, but rather as giving our audience something that felt authentic.”

The Influence of Early Platforms

Their success was amplified by the rise of YouTube, which opened up new avenues for musicians. Kulash humorously recounted trying to persuade renowned director Michel Gondry to collaborate on a video, only to have their efforts become a self-initiated viral phenomenon on a website called iFilm—before YouTube even became the dominant platform for music video distribution.

Humble Beginnings

"I was mad at our webmaster for pushing us to share our stuff on this website called YouTube,” Kulash admitted, recognizing how pivotal that moment was in their journey. He added, “But he was right. It wasn’t trying to be funny; it was about finding our people who liked the ridiculousness we created.”

The Evolution of OK Go’s Musical Visuals

As the band explored their creativity across various mediums, each new music video emphasized a significant leap in both thematic and technical sophistication. From moving treadmills to elaborate Rube Goldberg machines, every production resonated with meticulous choreography and clever storytelling.

Visual Storytelling as a Distinct Art Form

Duffy, who directed many of their hallmark videos, noted how the band's approach to visual storytelling evolved. Initially, their videos featured a straightforward static camera. Over time, however, it transformed into a more dynamic reflection of their musical journey. "We began to ask ourselves, what more can we do with the camera beyond pointing it at ourselves playing? How can we create an experience that’s interactive and captivating?"

Audience Engagement at the Core

Their work reveals a pivotal insight: the band doesn’t merely want their audience to watch—they desire them to feel included. Kulash emphasized, “Our intention became how to make events that people want to be present for, which often leads to spontaneous moments of joy and humor.”

Behind the Scenes of the New Video "Love"

During the panel, the band also premiered their new video for “Love,” which is set to be part of their upcoming album And the Adjacent Possible, their first in a decade. Created in Budapest’s historic train station, the video encapsulates not only their longtime commitment to elaborate visuals but also their capacity to connect emotionally with their audience through infectious energy.

A Lesson in Collaboration

Duffy's collaboration with the band has been instrumental. His ability to meld visual artistry with the band's musical vision has been highlighted throughout multiple projects. "Directing OK Go is a unique challenge and privilege," Duffy explained. "Each project allows us to push the boundaries of what’s possible in music video production."

The Future of OK Go

Looking ahead, OK Go sees their creative exploration continuing to evolve. The rapid advancements in technology and digital interaction provide fresh opportunities for storytelling. "We’re constantly thinking about how we can innovate, how can we make what’s ridiculous even more ridiculous," Kulash remarked, embracing their unique identity in a saturated market.

Concluding Thoughts

As the conversation shifted to today’s music landscape, Kulash and Nordwind demonstrated a keen awareness of the ongoing changes in how artists interact with their fans. With each release, they seem less focused on maintaining a corporate image and more on fostering a delightful connection with audiences.

FAQ

How did OK Go become famous?

OK Go gained widespread fame through their innovative music videos, specifically “Here It Goes Again,” which featured a synchronized treadmill dance. Their use of YouTube to showcase these videos, alongside their external promotion strategies, helped them capture a global audience.

What accomplishments has OK Go achieved?

The band has received multiple awards, including a Grammy for Best Music Video for “Here It Goes Again” in 2007. Additionally, they are noted for their visionary approach to music videos, having won numerous accolades for their creative direction and unique concepts.

How has technology impacted OK Go's music videos?

With the advent of platforms like YouTube, OK Go was able to reach a wider audience and explore more imaginative video concepts that engage viewers. They have leveraged new technologies and trends to continue pushing the boundaries of traditional music video production.

What is the upcoming album And the Adjacent Possible about?

The album, which releases on April 11, 2025, continues the band’s exploration of themes around connection and creativity amidst a changing landscape. The title suggests a focus on possibilities and the infinite potential for collaboration and artistic expression.

Will OK Go continue to make music videos?

Yes, OK Go remains committed to creating innovative music videos. As they delve into new projects, their objective remains: to surprise and delight their audience while redefining the typical roles of musicians and media creators.