If you’ve been anywhere near the internet this week, you’ve probably seen the new, innovative video from local band OK Go. The group is well-known for its viral one-take creations, most notably “The Treadmill Video,” in which the guys did a fairly complicated routine on four treadmills for their song “Here It Goes Again.”
To promote their third studio album Of The Blue Colour Of The Sky, which is a fantastic, Prince-inspired record, OK Go has pushed the DIY music video to a new level. Teaming up with L.A.-based creative powerhouse, Synn Labs, the band’s ambitious concept involving a massive Rube Goldberg machine was brought to life.
The engineers were tasked with creating the device with the requirements “that it had to be interesting, not “overbuilt” or too technology-heavy, and easy to follow. The machine also had to be built on a shoestring budget, synchronize with beats and lyrics in the music and end on time over a 3.5 minute song, play a part of the song, and be filmed in one shot. To make things more challenging still, the space chosen was divided into two floors and the machine would use both.” The geniuses of Synn Labs spent a few months in a warehouse in Echo Park creating a physical manifestation of the band’s vision.
In case you haven’t joined the over 3.5 million people who have watched the latest “This Too Shall Pass:”
If you like the video and/or are a fan of the band and you’re in Los Angeles wondering how to spend your Friday night, you should head over to LACMA at 8pm for the band’s official West Coast video release party. Not only will you get to see the video on a screen bigger than your computer monitor, but you will be treated to a rare acoustic set by OK Go, a Q&A with band, and a DJ set by the band’s own Tim Nordwind. But wait, there’s more! Select pieces of the Rube Goldberg machine featured in the video will be on display. Yes, OK Go makes kick-ass videos, but they are also consummate musicians who are great live.
Since the event is in a few hours, there are only a limited number of tickets available at the box office. I’d say it’s worth taking a chance. Ticket sales to the event benefit the museum’s Muse group.