Saturday, March 6, 2010

Friday Night Video

Unless you've been living under a rock this past week, you've probably already seen the new OK Go video for their new single "This Too Shall Pass." With over 5 million YouTube views in 5 days, it's easily one of the "big things" of the week...and with good cause. While the band itself is not a personal fave of mine, there's no doubt they set the bar for originality in music video. Their 2005 video for "A Million Ways" was one of the first things I saw when I moved to New York and its low-budget charm mesmerized me to no end. Their next big video, "Here It Goes Again," launched them into the stratosphere and cemented their reputation for bar-raising videos. I spent a good 20 minutes last night trying to learn a 10-second secret handshake, so I can't imagine how long it took to coordinate a complicated, one-take music video where four guys dance on treadmills. But as great as those two videos are, this new one might even be better. There's even a sly reference to the video for "Here It Goes Again," a sort of out with the old and in with the new joke. Behold.


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