Viral Genius: OK Go’s Damian Kulash Reflects on Two Decades of Outrageously Creative Music Videos
Let us dive into the delightful chaos of OK Go, where creativity knows no bounds and every video is a symphony of absurdity and choreography. Recently, frontman Damian Kulash and bassist Tim Nordwind graced a panel alongside director Aaron Duffy, reflecting on their two-decade journey of creating some of the most iconic and intricate music videos the internet has ever seen. At a special screening titled “From Treadmills to Industrial Robots: A Retrospective” in Beverly Hills, the trio unveiled their latest visual masterpiece for the track “Love” from their upcoming album, “And the Adjacent Possible,” which marks a significant return after a ten-year hiatus.
Now, if you’re scratching your head wondering how a band renowned for its viral escapades got its start, let’s rewind to the early 2000s. Kulash shared a laugh about their initial attempts to woo the illustrious Michel Gondry—yes, that Michel Gondry, the wizard behind “Eternal Sunshine of the Spotless Mind.” The band’s ambitious pitch to Gondry was overshadowed by his work with a fledgling rapper named Kanye West. But instead of sulking, OK Go decided to create their own absurd video, which, before YouTube became the cultural juggernaut we know today, went viral on a site called iFilm. Why? Because the world clearly has an appetite for ridiculousness, and OK Go was more than happy to serve it.
One cannot discuss OK Go without mentioning their Grammy-winning video “Here It Goes Again,” which features a mesmerizing treadmill dance routine that has racked up a staggering 67 million views. What’s even more fascinating is that this masterpiece was filmed in the most unglamorous of settings—at Kulash’s sister’s house—without the knowledge of their management. Talk about rebellion! The video’s release on YouTube changed the band’s trajectory, proving that sometimes, it’s the most unconventional paths that lead to success.
As Kulash poignantly noted, the band found their fans not through traditional rock and roll avenues but through the sheer joy of making ridiculous content for people who appreciate the absurd. Their journey exemplifies the power of innovative thinking in the age of digital media—where going against the grain can lead to unexpected stardom.
In a world that often seems overly serious, OK Go reminds us that embracing the ridiculous can lead to extraordinary outcomes. So, as we celebrate their creative legacy, let’s remember that sometimes, the best ideas come from simply being delightfully outlandish.
Class dismissed! Don’t forget to sprinkle a little absurdity into your life today.
Sources: Celebrity Storm and The Hollywood Reporter
Attribution: Creative Commons Licensed
