OK Go helped invent the viral video. 20 years later, virality has changed

Los Angeles Times

15-05-2025

On a spring afternoon in 2005, the members of OK Go dressed up in tacky suits, gathered in front of a video camera and awkwardly danced their way into history.
The band's DIY single-shot clip for its song 'A Million Ways' — in which the brainy rock quartet moves through three and a half minutes of intricate choreography on the patio behind singer Damian Kulash's Los Angeles home — became one of music's first viral videos, racking up millions of downloads (remember those?) and helping to establish a new way for acts to connect with fans as the internet began to supplant MTV and Top 40 radio.
OK Go doubled down on the approach in 2006 with its video for 'Here It Goes Again,' another bare-bones production that had the musicians dancing on eight synchronized treadmills, then went on to make increasingly elaborate clips featuring a Rube Goldberg machine, a zero-gravity plane flight and a pack of adorable dogs.
'As soon as the treadmill thing happened, it was like: Holy s—, we're pop culture now,' Kulash said the other day of 'Here It Goes Again,' which won a Grammy Award for best music video and has been viewed more than 67 million times on YouTube.
Twenty years after 'A Million Ways,' the mechanics of cultural connection have transformed again thanks to social media and TikTok, where what you encounter as you scroll is guided by the invisible hand of data analysis.
Said OK Go bassist Tim Nordwind with grinning understatement: 'The algorithm has become a bit more powerful.'
'Not a big fan of the algorithm as an arbiter of art,' Kulash added. 'It's sad to see optimization in a space that was once the Wild West.'
Yet OK Go is still at it: Last month the group released its latest one-shot video for the song 'Love,' for which Kulash and his co-directors installed dozens of mirrors on powerful robotic arms inside an old Budapest train station to create a kind of kaleidoscopic obstacle course.
The band's methods have grown more sophisticated since 'A Million Ways,' and these days it seeks out corporate sponsors to help bring Kulash's visions to life. But an adventuresome — and touchingly personal — spirit remains key to its work.
'What I love about the 'Love' video is the humans in the room,' Kulash said as he and Nordwind sat outside a Burbank rehearsal studio where OK Go was preparing for a tour scheduled to stop Friday and Saturday at L.A.'s Bellwether. (The group's other members are guitarist Andy Ross and drummer Dan Konopka.) 'The robots are only there,' the singer added, 'to move the mirrors so that we can experience that magical thing — so simple and beautiful — of two mirrors making infinity.'
A wistful psych-pop jam inspired by Kulash's becoming a father to twins — his wife, author and filmmaker Kristin Gore, is a daughter of former Vice President Al Gore — 'Love' comes from OK Go's new album, 'And the Adjacent Possible,' its first LP since 2014. It's a characteristically eclectic set that also includes a strutting funk-rock tune featuring Ben Harper, a glammy rave-up co-written by Shudder to Think's Craig Wedren and a woozy existentialist's ballad about discovering there's no 'no deus ex machina working away in the wings.' (That last one's called 'This Is How It Ends.')
'We're old people who listen to sad ballads,' said Kulash, who'll turn 50 in October. 'That's what happens when you become an old person, right?'
Wedren, who's known Kulash since the latter was a teenage Shudder to Think fan in their shared hometown of Washington, D.C., said that 'part of the beauty of OK Go is that they're so musically omnivorous — that all these things that wouldn't seem to go together always end up sounding like OK Go.' In Wedren's view, the band 'doesn't get enough credit for how exploratory they are as musicians — maybe because of the genius of the videos.'
If that's the case, Kulash doesn't seem especially to mind. He knew nearly two decades ago that the viral success of the treadmill video — which the band recreated onstage at the 2006 MTV Video Music Awards between performances by Justin Timberlake and Beyoncé — threatened to make OK Go 'a one-hit wonder whose one hit was an exercise equipment stunt,' as the singer put it. 'Or it could be the opening to an opportunity to do more and weirder things.'
Among the weird things the group ended up doing: the 2014 clip for 'I Won't Let You Down,' in which the members ride around a parking lot in Japan on personal mobility devices under the eye of a camera on a drone.
'I remember hearing that Radiohead didn't play 'Creep' for 10 or 15 years because they were too cool for that,' he said. 'Had we taken the path of being too cool for treadmills and homemade videos, I can look back and say —'
'We'd have had a much quieter career,' Nordwind chimed in.
There's a way of looking at OK Go's emphasis on visuals that depicts the band as a harbinger of an era when 'musician' is just another word for 'content creator.'
'It's weird to think about a life in the vertical as opposed to the horizontal,' Nordwind said with a laugh, referring to the respective orientations of videos on TikTok and YouTube.
'What's difficult about social media is the question of volume — the volume and quality balance is off to me,' Kulash said.
Creators, he means, are expected to churn out content like little one-person factories.
'Day after day,' Nordwind said. 'We like to take our time.'
'Also: When I fall in love with a song, I want to hear that song over and over again,' Kulash said. 'I will listen to 'Purple Rain' until I die. Do people go back and search someone's feed to replay the TikTok they first fell in love with?
'The relationship that I think people have to their favorite YouTube star or TikToker,' he added, 'feels much more like a relationship to celebrity than it does a relationship to art.'
For Kulash, who made his feature debut as a director (alongside his wife) with 2023's 'The Beanie Bubble,' the pursuit of art is bound up in ideas of effort and limitation, which is why AI doesn't interest him as a filmmaking tool.
'When everything is possible, nothing is special,' he said. 'The reason we shoot our videos in a single shot is not purely for the filmmaking heroics. It's because that's the only way to prove to people: This is real — we did the thing.'
OK Go's dedication to costly and time-consuming practical effects has led to partnerships with a number of deep-pocketed brands, beginning with State Farm, which spent a reported $150,000 to finance the band's 2010 'This Too Shall Pass' video with the Rube Goldberg machine. (Meta sponsored the 'Love' video and in return got a prominent spot in the clip for its Ray-Ban smart glasses.)
Kulash said that kind of product placement was 'scary as s—' back in the late 2000s, when the fear of being perceived as sellouts haunted every rock band.
'Now, of course, it's like a badge of honor,' he added, among influencers eager to flaunt their corporate ties.
To explain his position on the matter, the singer — whose band walked away from its deal with Capitol Records in 2010 to start its own label, Paracadute — tried out an extended metaphor: 'On the other side of the planet, tectonic plates are moving and the hot magma of corporate money is coming out of the ground. That's why the MTV Awards exist, that's why the Grammys exist, that's why everything you think of as a celebration of high art exists. It's all advertising dollars, every last bit of it. You're protected by these continents of middle-people, which let you feel like you're marking art. But if you can manage to be one of those microbes at the bottom of the sea that gets its energy directly from the thermal vents of the hot magma money, then you get to make something other people don't.' He laughed.
'There's no record label in the world that would ever be like, 'Hey, why don't you go to Budapest for three weeks and spend a ridiculous amount of money to make this music video at a time when there's not even a music video channel anymore?'
'But brands know that's worthwhile, and we know that's worthwhile,' he said. 'You just have to make sure you don't get burned by the magma.'