Pop & Hiss

The L.A. Times music blog

« Previous Post | Pop & Hiss Home | Next Post »

OK Go: New music video can be embedded from YouTube. 'Woo!' [Updated]

March 1, 2010 |  6:22 pm

After a public rant, OK Go got its way with the band's new music video. Bloggers can freely embed the Chicago power pop group's new video for "This Too Shall Pass." (Not to be confused with the old one for the same song, which can only be viewed on YouTube's website.)

The band unveiled the new video in a live Webcast on its official site. It shows a four-minute Rube Goldberg machine that starts off with dominoes and eventually cannons paint onto the band members.

OK Go's Damian Kulash Jr. celebrated in Monday's broadcast that the video could be displayed in blogs, Facebook pages and MySpace profiles. "It's going to be available on our website, and it's going to be posted on YouTube," he said. "And it'll be embeddable. Woo!"

We've embedded the clip above. Woo!

(Though, our excitement is lessened by the blaring emergency-alert-like tone that permeates the first few seconds of the video. Music doesn’t kick in until about the 1:54 mark, and the band added the following statement to its official YouTube page: “This video is still being processed but we wanted you to be able to see it anyway so we turned it public. Hold tight for the sound to finish processing.”

[Updated, Mar. 2, 11:10 a.m. OK Go's video initially had some problems. We have updated the YouTube embed code with the working clip.]

The New York Times published an op-ed by Kulash on Feb. 19 in which he lambasted EMI for not allowing bloggers to embed the band's videos. Preventing bloggers to house the videos on their sites, Kulash argues, means they won't write about them. In other words, no free promotion.

Forcing fans, however, to visit the YouTube site to see the video (and the ads next to it) allows the record label to collect money from the Google-owned property.

OK Go initially exploded into the mainstream thanks in no small part to its cheaply produced but entertaining video for "Here It Goes Again," in which band members jump and slide along four treadmills. The three-minute clip has been viewed nearly 50 million times on YouTube.

"We'll probably never have a video that gets seen as much as the treadmill one," Kulash said during the Webcast. That's because it landed at a time when online video was exploding and when competition was less prevalent, he said.

But the fortuitous hit allows the band to freely experiment "without playing the same corporate promotion game that other bands do," Kulash said.

-- Mark Milian

RELATED:

A walk through OK Go's new music video death machine

Album review: OK Go's 'Of the Blue Colour of the Sky'

Comments 

Advertisement










Video