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OK GO and Share This

Posted by 40deuce on 4:42 PM in , , , , ,
If you don't know the band OK GO then you obviously have not really spent any time on the internet in the past three(ish) years.

OK GO is a band that managed to go from relatively unknown obscurity (not total, they had been around for a while doing a few good things) to huge popularity almost overnight thanks to this YouTube video:

The video is a music video that the band shot themselves with nothing more than a camera, a couple borrowed treadmills and the choreography of a band members sister. The band posted the video onto YouTube and shared it with their friends and fans, who loved it. How could you not love that video??

From there, the magic of the interweb took over. This video started getting passed around by EVERYONE. This video went seriously viral. Seriously, even my dad has seen this video. The video that was posted officially by OK GO has a play count of over 50 million. Plus, there are other copies of the video on YouTube that also have well over a million plays.

One of the things that made this sharing of the video even more possible was the embed code that anyone could take off of YouTube to post the video on any other website. The band loved that and actually encouraged it.

This video propelled them into the public spotlight and even helped them to gain a spot performing at the MTV Video Music Awards and have the song featured on one of the Rock Band video games' many incarnations.

Fast forward to the fall of 2009. The band released a new album and put together a new low budget, but fun and awesome music video for a song called "This Too Shall Pass". Their record label, EMI, put the video up onto YouTube, but like all their other artists official music videos, turned off the embedding feature. That meant people could watch it only on the YouTube site. For this reason you'll have to click here to see the video.

The band was not happy about this. This lead to a huge fight with their record label over the issue. The band eventually went on to develop a second music video for the song outside of their record label with funding from State Farm Insurance. This one however could have the embed feature included with it. In my opinion this video is better than the first one:

This video was posted about a week ago and the official version already has almost 8 million plays! Also this week, the band left EMI to start their own label and handle all their own business. The band left their MAJOR RECORD LABEL because of how strongly they felt about being able to share things on the internet.

This is a band that understands the power of the general public and the internet. They became famous because of a viral video and they wanted to continue down that route, because they know it has so much more potential.

Other businesses. especially the music industry, need to see the power of the internet and the social networks of people around the world and think really hard about a way to make it work for them as well.

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