Monday, Mar. 29, 2010
"Here It Goes Again"
"Here It Goes Again" wasn't OK Go's first taste of Internet fame — the band got mainstream attention for its video for "A Million Ways," a low-budget backyard dance routine. But "Here It Goes Again" — perhaps better known as "that treadmill video" — grew big enough to even get acknowledgement from the Grammys. The band took home the trophy for Best Short-Form Music Video in 2007 for the clip, which featured an elaborately choreographed routine performed on moving treadmills (a dance that, perhaps equally impressively, was shot in a single take). But this example of Internet fame has an unhappy footnote: though YouTube gave the group its break, OK Go recently sparred with its record label for not allowing fans to embed its videos.