For OK Go, Making Another Viral Video Is No Small Feat


For some reason, it’s a power-pop band’s lot in life to be underrated and undernoticed?a fact that’s been true at least since the sixties, when entire life cycles of under-the-radar garage-rock bands went by before Lenny Kaye compiled their hits into the first Nuggets collection. It’s no less true now. To be successful as a power-pop band, you need something extra. For Fountains of Wayne, it was a catchy gag-single (“Stacey’s Mom”) plus financing from Adam Schlesinger‘s side-hustle as a commercial composer. For Sloan, it’s been Canadian arts-socialism (via FACTOR).

OK Go‘s angle, starting with the mega-success of the video for “Here It Goes Again,” has been eye-catching visuals. This has led to the unusual challenge of outdoing the last video with the next one, most successfully with last year’s Rube Goldberg video “This Too Shall Pass.” Their antics have even inspired other artists like Death Cab for Cutie to shoot art-gimmick videos, even as OK Go’s own sound has drifted more towards the indie-guitar-pop of those same bands.

Their latest eye-catching clip, for “All Is Not Lost,” features the band?accompanied by the Pilobolus Dance Company?contorting themselves on a transparent surface, through which the video is shot. In the clip, viewable above, the band and dancers spell out some of the lyrics with their feet.

At the interactive site, you can enter your own message, and the dancers walk across the screen and spell it out (even if your message is explicit?so teenagers and teenage-minded adults, have fun spelling out OK Go foot obscenities).

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