Any conversation about the changing nature of music in the face of Myspace,
YouTube et al. should include a brief detour through the story of Ok Go.
The band's quirky, choreographed video for "Here it Goes Again" has been
viewed over 14 million times on YouTube and after parlaying the routine into
a performance at the MTV VMAs the group saw returns in terms of increased
album sales.
The video represents the ultimate in guilty-pleasure rock. It's fun and
mindless, but riveting all the same. Some might suggest it's an example of
a band with too much time on their hands to put together a perfectly
rehearsed multi-treadmill revue. Ultimately though, anything that can give
both the band and their fans something so simple and enjoyable can't be
considered a waste of time.
