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OK Go Are Still on the Treadmill
They were the first musicians to bet big on YouTube. But their approach continues to raise questions about what it means to be a band.
Made up of 64 individual clips, loaded onto 64 iPhones, “ A Stone Only Rolls Downhill ” created a sort of choreographed mosaic of the band’s members, dressed in colorful monochromes, lip-syncing to the first single off their first album in over a decade. (Pitchfork’s 2.2 review of 2005’s Oh No: “OK Go decide to impersonate post- Pinkerton, post-catchy, fun-by-numbers Weezer, resulting in an Ivy Leaguer Sugar Ray sound.”) The videos they made consistently went viral at a time when many creators and corporations were desperately trying and failing to do so. But the label wouldn’t release it, allegedly calling it “gay” and “career suicide.” So Kulash leaked the clip to fans, who uploaded it to the internet in a pre-YouTube window when videos went viral by being downloaded off other websites and file-sharing platforms.
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