OK Go, a band known for their innovative and captivating music videos, first shot to fame nearly two decades ago with their viral treadmill performance in the music video “Here It Goes Again.” The group, consisting of Damian Kulash, Tim Nordwind, Andy Ross, and Dan Konopka, have continued to push boundaries and delight audiences with their creative visual storytelling alongside their music, as seen in their latest music video, “Love,” from their album And the Adjacent Possible.
:max_bytes(150000):strip_icc():format(jpeg)/OK-Go-041525-430284ee970d45c293bbb2aead4b41c1.jpg)
In an exclusive interview with PEOPLE, Kulash and Nordwind discussed the evolution of OK Go’s music videos, reflecting on the joy they bring to viewers. The band’s breakout music video, “Here It Goes Again,” featured the members dancing on treadmills in a seamless and mesmerizing routine that earned them a Grammy for Best Music Video in 2007. Despite the challenges of creating a groundbreaking video with no prior blueprint, the band’s creativity and dedication shone through, setting the stage for their future projects.
The success of “Here It Goes Again” propelled OK Go into a new realm of music video production, inspiring them to push the boundaries of visual storytelling even further. From working with dogs in “White Knuckles” to crafting intricate anti-gravity routines in “Upside Down and Inside Out,” the band’s videos are known for their mind-bending visuals and meticulously choreographed chaos. Each video showcases OK Go’s commitment to creating emotional and joyful experiences for their audience.
One of OK Go’s most ambitious projects to date is the music video for “Love,” which features 29 robots and 60 mirrors to create a visually stunning and technically complex narrative. Filmed in a train station in Budapest, the video captures the essence of love through a series of optical illusions and meticulously planned shots, showcasing the band’s continuous dedication to pushing creative boundaries.
Reflecting on their journey from treadmill fame to becoming pioneers in music video production, Kulash acknowledged the impact of “Here It Goes Again” on their career. While they are often dubbed as the “treadmill guys,” the band embraces their legacy and the opportunities it has afforded them to explore new and unconventional ideas. OK Go’s commitment to creating music videos that are both challenging and enjoyable is evident in their ever-evolving visual storytelling.
As OK Go continues to redefine the music video landscape with their innovative projects, they remain dedicated to creating experiences that captivate and inspire audiences. With each new video, the band pushes the boundaries of creativity and storytelling, weaving together intricate visuals and joyful narratives that leave a lasting impression on viewers. Through their artistry and passion for experimentation, OK Go continues to find joy in music videos and invites audiences to join them on their creative journey.