OK Go: The Alternative Rock Innovators of Viral Video

OK Go is an American alternative rock band celebrated as much for their ingeniously choreographed, single-take music videos as for their catchy power-pop anthems. Hailing from Chicago, Illinois, the quartet achieved global fame in the mid-2000s, with their video for "Here It Goes Again" becoming a cultural phenomenon and winning a Grammy Award.

Early career

Formed in 1998, OK Go originally consisted of Damian Kulash (vocals/guitar), Tim Nordwind (bass), Dan Konopka (drums), and Andy Duncan (guitar). The band built a loyal following through energetic live shows and self-released EPs before signing with Capitol Records in 2001. Their self-titled debut album arrived in 2002, blending sharp, guitar-driven indie rock with clever lyrics.

Breakthrough

The band's career trajectory changed irrevocably in 2006 with the release of their sophomore album, Oh No. While the album itself garnered positive reviews, it was the homemade treadmill dance video for the single Here It Goes Again that propelled them to international stardom. The video spread virally on the then-new YouTube platform, amassing tens of millions of views and earning the band a Grammy for Best Short Form Music Video.

Key tracks

Get Over It - The lead single from their 2002 debut, this track established their signature blend of crunchy guitars and infectious, shout-along choruses.

A Million Ways - This song's low-budget, backyard dance video was an early viral hit on the internet, foreshadowing the band's future visual creativity.

Here It Goes Again - The iconic treadmill video for this track defined OK Go's career, turning them into pioneers of viral video marketing and winning a Grammy.

This Too Shall Pass - Featured in two groundbreaking videos, including a monumental Rube Goldberg machine, this song underscored their commitment to large-scale, one-take visual art.

Upside Down & Inside Out - The zero-gravity music video for this track, filmed in a falling airplane, showcased their continued ambition to merge music with breathtaking visual experiments.

Following their departure from Capitol Records, OK Go embraced independence, funding projects through innovative means and direct fan support. Their later work, including albums like Of the Blue Colour of the Sky (2010) and Hungry Ghosts (2014), explored more synth-oriented and psychedelic rock territories. The band consistently pushes boundaries, creating elaborate videos involving complex robotics, intricate light painting, and synchronized drone flights, ensuring their artistic identity remains tightly woven to visual innovation.

Fans of OK Go's brand of clever, guitar-based alternative rock might also enjoy the melodic sensibilities of Weezer. For similar energetic and quirky indie rock, explore The Format. The playful art-rock approach can be found in the work of They Might Be Giants. Listeners drawn to inventive power-pop should try Fountains Of Wayne.