OK Go’s new music video is 64 phones of pure joy




OK Go’s new music video is 64 phones of pure joy



OK Go has reintroduced itself as a creative force with a new video that’s a whimsical riff on modern digital life.




BY Mark Wilson




It’s been a decade since OK Go released its last album, and three years since its last music video, itself crowdsourced as the world sheltered in place. Whereas the band redefined the music video as pugilistic performance art in the 2010s, the 2020s have been void of their Rube Goldberg machines and zero gravity antics. Treadmills everywhere breathed a sigh of relief.




But now, OK Go has returned with its most ambitious project since 2017: the drop of a new single and video, “A Stone Only Rolls Downhill.” In a complete return to form, frontman Damian Kulash (alongside Chris Buongiorno) directed visuals across a mosaic of 64 phones, each of which play their own video.


This whimsical riff on modern digital life required more than a thousand takes, and the choreography of hours of individual videos to make them dance as one. Whereas the premise of OK Go videos are always fun, the energy is defined by a constant acceleration of premise. And what they created is not just a multi-pane video, but the equivalent of a fractal, ever-expanding layer after layer of visual complexity. 


OK Go’s next tour starts in April, with their next album promised for later this year.











ABOUT THE AUTHOR



Mark Wilson is the Global Design Editor at Fast Company, who covers the entirety of design’s impact on culture and business.. An authority in product design, UX, AI, experience design, retail, food, and branding, he has reported landmark features on companies ranging from Nike to Google to MSCHF to Canva to Samsung to Snap to IDEO to Target, while profiling design luminaries including Tyler the Creator, Jony Ive, and Salehe Bembury



Fast Company

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