Let’s face it, with all of the many, many entertainment choices we have facing us, every minute of every single day, when it comes to the matter of what we choose to give our precious attention to, music videos tend to rank pretty low on the totem pole. There’s probably a pretty compelling reason MTV is no longer calling itself a “music” channel. So ‘80s, isn’t it? A three-minute music video? Who has the time?
So when you hear about some “cool” new music video — maybe your tweeps told you about it — it had, well, better be good. Chicago-based indie rockers OK Go know this. Their 2006 video, Here It Goes Again, featuring the group doing a synchronized dance routine on treadmills, has been viewed by about 50 million people, so the follow-up had, well, better be good too.
Trust me, it’s great. I could describe for you the Rube Goldberg-inspired centerpiece of the new This Too Shall Pass video, but since their record company finally relented and allowed the piece to be embedded (I mean, what was that all about?), you can simply press play and see for yourself.
Engineered with help from CalTech and MIT, and built by Syyn Labs, the video — and its kinetic sculpture centerpiece — is nothing short of astonishing. Like its predecessor, it’s bound to snag all kinds of kudos and awards. This Friday, March 5, in LACMA’s West Penthouse, OK Go will be having a video release party, where I’m sure they’ll spill some of the secrets of how this mini-masterpiece came to be. If you can’t make the LACMA party, there are some videos on the OK Go website that will enlighten you.