OK Go - ‘Here It Goes Again’ | Yes, It’s That Treadmill One… Sheer Brilliance
I doubt there’s anyone left alive (music fans with access to the Internet at least) who haven’t seen this OK Go video yet, it’s already a classic, a mere 18 months after first being released on to the world.
The thing is, there’s a reason for this: it’s sheer brilliance, all wrapped up in to a 3 minute pop video.
The song is actually great in its own right, being catchy, and solid enough to succeed without the viral video, but there’s also no doubt that it helped a fair deal.
I was already a fan of OK Go before I saw this video, but afterwards, I searched out and downloaded both their recent albums, which just goes to prove the power of an innovative video.
In a nutshell, this video shows the band on treadmills performing the song. But it’s much more than that, with the brilliant choreography and all being filmed in one take… how many got left on the editing room floor though is anyone’s guess.
I think it helps that the band look so geeky, with the awkward, almost clumsy look (which they prove wrong), and stylishly retro clothes all adding to the appeal.
This video has had over 25 million views so far, and that is probably only a fraction of the views of the video in total, so it’s certainly been a popular pop video.
Further proof of it’s long lasting appeal is the fact that people are still commenting on it, to this day, with the first page of comments on YouTube all being from the last hour when I looked.
OK Go did a brilliant job, and deserved all the new fans they got as a result of this brilliantly conceived and executed video. The thing is, where do they go from here?
Song: 8/10
Video: 10/10
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