And I’m not just saying that because my organization is buds with them. I adore OK Go‘s poptastic latest, Of the Blue Color of the Sky, and the band just keeps outdoing themselves with their cheeky-but-brilliant videos.
Case in point, this latest clip for the song “This Too Shall Pass.” I don’t want to spoil it for you if you haven’t seen it, but I will say that it’s chock full o’ science! Checkit:
You may have heard about the controversy surrounding their earlier video for the same song, which their major label, Capitol/EMI, refused to make available for embedding on YouTube. OK Go frontman Damian Kulash wrote an excellent Op-Ed in a recent edition of the New York Times where he gets into the nitty-gritty, so I won’t bother repeating his points. But it’s definitely a must-read.
Another amusing factoid is that State Farm Insurance paid for the new version of the video, not Capitol. I guess that’s where we’re at with the rock ‘n’ roll these days.
Oh, and here’s the original clip of “This Too Shall Pass,” which is available for embedding via Vimeo. It’s equally amazing: