I can not even fathom how many times my daughter has watched OK Go’s video for “This Too Shall Pass.” Twenty times? Fifty times? A hundred times? I really could not give you a guesstimate, let’s just say she had it on heavy rotation for weeks. It wasn’t the song itself that caught her undivided attention (although it is totally catchy), it was the awe-inspiring Rube Goldberg-inspired video that did it. Then we turned her on to their other spectacular music video masterpieces; she loved each and every one of them. And today I can not WAIT for her to get back from camp so I can show her their newest, optical illusion-heavy video for “The Writing’s on the Wall.” Again, for her it’s all about the visual, but for us rock-loving parents, the music is just as important. This is something that OK Go is very mindful of.
“Getting people to not overlook or discount the music can be a challenge,” frontman and co-director Damian Kulash told MTV. “When the treadmill video broke we suddenly were a much bigger band than we were the month before, but we also knew that now people were gonna see us as a kind of a one-hit stunt band,” Kulash remembers. “We could go in two directions: We could either try to out-cool it – try to out-run it like Radiohead did with ‘Creep’ – or just embrace it and go, OK, what really worked here.” And work it does.
Check out OK Go’s newest video for “The Writing’s on the Wall” right here along with four of their other amazing feats of music video magic:
“The Writing’son the Wall”
“This Too Shall Pass”