OK Go helped invent the viral video. 20 years later, virality has changed
The L.A. band's early videos established a new way for acts to connect with fans. How's it navigating the TikTok era? The band’s DIY single-shot clip for its song “A Million Ways” — in which the brainy rock quartet moves through three and a half minutes of intricate choreography on the patio behind singer Damian Kulash’s Los Angeles home — became one of music’s first viral videos, racking up millions of downloads (remember those?) and helping to establish a new way for acts to connect with fans as the internet began to supplant MTV and Top 40 radio. OK Go doubled down on the approach in 2006 with its video for “Here It Goes Again,” another bare-bones production that had the musicians dancing on eight synchronized treadmills, then went on to make increasingly elaborate clips featuring a Rube Goldberg machine, a zero-gravity plane flight and a pack of adorable dogs.Yet OK Go is still at it: Last month the group released its latest one-shot video for the song “Love,” for which Kulash and his co-directors installed dozens of mirrors on powerful robotic arms inside an old Budapest train station to create a kind of kaleidoscopic obstacle course.Wedren, who’s known Kulash since the latter was a teenage Shudder to Think fan in their shared hometown of Washington, D.C., said that “part of the beauty of OK Go is that they’re so musically omnivorous — that all these things that wouldn’t seem to go together always end up sounding like OK Go.” In Wedren’s view, the band “doesn’t get enough credit for how exploratory they are as musicians — maybe because of the genius of the videos.”He knew nearly two decades ago that the viral success of the treadmill video — which the band recreated onstage at the 2006 MTV Video Music Awards between performances by Justin Timberlake and Beyoncé — threatened to make OK Go “a one-hit wonder whose one hit was an exercise equipment stunt,” as the singer put it.
