OK Go’s “This Too Shall Pass” scores millions of YouTube hits
Proving once again that they are masters of viral marketing, OK Go’s latest video for their recent hit, “This Too Shall Pass” has surpassed more than 9.2 MILLION views on YouTube as of this writing. See it here.
The entire video (SPOILER ALERT!) takes place in a warehouse rigged like a giant game of Mousetrap. Dominos are falling, levers pull objects to drop on other objects that fly through the air to hit targets that set off a whole different reaction, and it goes on like this for 3 minutes 53 seconds to culminate with a cannon blast of paint onto the OK Go lads. Brilliant.
And effective. Their YouTube popularity has helped sales of OK Go tickets and merchandise, and given them better offers for shows and festivals. The band also recently split from their record label, EMI, to go indie, citing that EMI “failed to view the Internet as part of the music-selling business.”
Bad for EMI, good for OK Go! Can’t wait to see what they come up with next.
Tuesday, March 23, 2010 at 1:11 pm by michelle
Tags: OK Go, OK Go releases, OK Go tickets, OK Go tour dates, youtube
