Thursday, Dec. 09, 2010

OK Go, "This Too Shall Pass"

Indie band OK Go has made a name for itself with its catchy choruses and creative, one-take music videos. The video for its song "This Too Shall Pass," which features a warehouse-size Rube Goldberg–esque machine, has gotten more than 19 million views on YouTube. Viral fame hasn't always been easy for the band; clashes with its record label over embedding videos on outside sites contributed to OK Go's move to the indie sphere, where the band members started their own record label. Since then, they have relied on corporate sponsorship — "This Too Shall Pass" was funded in part by State Farm — to keep their fans happy.