The internet, ok let’s be fair, the world, is abuzz with talk about the new OK Go video for “This Too Shall Pass” and very deservingly so. The video took months to make and I can’t imagine the headaches involved with getting that machine to cooperate come filming time. But, I am not here to rave about or review the video, I want to touch on a more interesting concept. It is the very end of the video where the banner “OK Go thanks State Farm for making this video possible” appears.
This past week OK Go parted ways with their major (major) label EMI. My opinion is that this had been a long time coming specially lately with OK Go’s latest album release “Of The Blue Color Of The Sky”. The album is much so a departure from their previous effort “Oh No” as it is much more intelligent indie rock than it is pretty pop that can still pass as hipster. The new release is very much an evolution of the band and nothing too too shocking for those who have interacted with or followed the band.
The interesting thing I found about the split from the label and the sponsored music video is the idea that bands can become even more DIY (do it yourself), surviving primarily off of endorsements. OK Go announced the formation of their own label to keep their music out on the shelves in the future, but as for footing the bill when it comes to the promotional portions, why not return to State Farm or other interested parties. I found myself not necessarily more interested in changing my insurance to State Farm, but was impressed by the company’s sending of funds to help create a very exciting project that is the music video.
About a year and a half ago I managed a show for OK Go at the University of Wyoming and had a chance to talk with singer Damian Kulash about the wild success of their internet music videos at the time. He discussed how it had been completely their idea. At the time their label was in essence ignoring the band, content to let them sit on the roster and rot. The videos became the quartet’s plea for attention from the label. Listening to “Oh No” one wonders why a label would ignore such a poignant, hook laden album dripping with juicy goodness, but Kulash elaborated that this was very much so the case and the band had no choice but to take promotion into their own hands. Seems to have worked…
Fast forward to now: If a band need funds to help them promote their music, it obviously makes sense for firms to allocate advertising dollars and still get their name out, and possibly align themselves with new demographics. OK Go may be the first new evolution of “the smart band”, one that is self sustaining, uses any medium and method available to share their music, and is very much against the words”dependent” or “stagnant”.
Author: Jason Joyce
