OK Go

I don't normally post videos with 6.8 million views, but the Chicago band OK Go's latest home-made, Rube Goldberg, paint-ball spectacular is irresistible. Plus it comes with a great yarn about the counter-intuitive value of giveaway Internet content, and the pea-sized brains of record company dinosaurs. Ira Glass, host of the great National Public Radio show This American Life, calls OK Go "living catnip." They direct their own videos, shoot them on shoe-string budgets, and, in the words of singer Damian Kulash, Jr., "we see them as creative works and not as our record company’s marketing tool." In a recent New York Time op-ed piece, Kulash explained how OK Go posted its homemade 2006 video, "Here it goes again," on YouTube without record company EMI's knowledge or permission, a technical violation of its recording contract. The video won a Grammy, tens of millions of fans saw it, thousands poured into OK Go's concerts, and EMI made lots of money. How did the record company react? By pressuring YouTube to curb the viral spread of its videos. Technically, they did this by blocking embedding. Kulash explains after the jump: