Thursday, March 4, 2010

OK Go - This Too Shall Pass video; The benefits of music embedding

First, here's an OK Go video that went viral practically overnight. It's for the track "This Too Shall Pass," from the album Of the Blue Colour of the Sky, and it's wildly creative, taking the idea of a Rube Goldberg machine to a whole new level.

Interestingly enough, OK Go's guitarist and lead singer, Damian Culash Jr., also published an op-ed piece in the New York Times last month. He talked about the success of the 2006 video for "Here It Goes Again" and how it put the band on the map ... and went on to mention their record label's subsequent disabling of the embedding feature for the band's videos. He concluded:
In these tight times, it’s no surprise that EMI is trying to wring revenue out of everything we make, including our videos. But it needs to recognize the basic mechanics of the Internet. Curbing the viral spread of videos isn’t benefiting the company’s bottom line, or the music it’s there to support. The sooner record companies realize this, the better — though I fear it may already be too late.
I've seen other bloggers point this out before, but Culash nails it here: video embedding helps spread the word about music. When bands go out of their way to make lovely, creative, official videos for their best songs, record labels owe it to them to allow the videos to be shared.

By the way: the band made another video for "This Too Shall Pass," just as creative and inventive as the video above (if not more), but you have to watch it here on YouTube because embedding is disabled. It also has about a third of the number of views despite being posted two months earlier. Quite the difference a little embedding feature makes, huh?

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