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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

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OK Go prepare for U.S. tour

OK Go is kicking off two months worth of shows on April 13 in support of their January 2010 album “Of the Blue Colour of the Sky.”

The tour will run in the U.S. from coast-to-coast and even make it up to Canada. OK Go just returned from touring Europe in January and February, and they are better than ever. The album “Of the Blue Colour of the Sky” is their third studio album, following “OK Go” in 2002 and “Oh No” in 2005.

The album name, lyrics and concept of “Of the Blue Colour of the Sky” are based on a pseudo scientific book called “The Influence of the Blue Ray of the Sunlight and of the Blue Colour of the Sky,” which was published in 1876 by General A.J. Pleasonton.

Check back soon for more OK Go ticket and tour news!

Tuesday, March 9, 2010 at 4:02 pm by jordan

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