ok go!

OK Go has earned considerable fame for their creative but often low-budget music videos, most of which have been promoted through Internet video sharing sites like YouTube. Many of these have become viral videos; the 2006 video for “Here It Goes Again”, where the band performed a complex routine with the aid of motorized treadmills, has received over 50 million views four years later. Samuel Bayer, who produced many music videos in the 1990s, asserted that OK Go’s promotion of music videos on the Internet as akin to Nirvana’s ushering in the grunge movement. Many of the videos also use long or single-shot takes, which Salon’s Matt Zoller Seitz claims “restore a sense of wonder to the musical number by letting the performers’ humanity shine through and allowing them to do their thing with a minimum of filmmaking interference”. The success of OK Go’s music first won the band the 14th Annual Webby Special Achievement Award for Film and Video Artist of the Year. The video was named both “Video of the Year” and “Best Rock Video” at the 3rd annual UK Music Video Awards.

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