A lot of people are justifiably enjoying OK Go's latest video for "The One Moment."
and the one that started it all in 2006, "Here It Goes Again," you know, the treadmill video.
Still, despite the viral tag that's automatically conferred on their videos, I was hard-pressed to think when was the last time I've heard them on the radio. And the Billboard charts have not exactly burned up with the group's record sales. We're too busy trying to figure out how did they pull that off to buy their music. Viral success doesn't always pay the bills, after all, as this Guardian article noted in 2010.
I'm as guilty of that as anyone, with only "Here It Goes Again" on my iPod back in the days when .99 typically bought you a single. Not that this is news to OK Go. "We're that fucking video band," frontman Damian Kulash once said. Still, they've embraced the moniker, corporate sponsorships and all, and it's safe to say they're getting a few pennies every time someone watches the ads before clicking on the videos.
Nonetheless, if the music was crap it wouldn't matter how elaborately choreographed or ingeniously executed the videos are. That's a right a band to listen to rather than just watch. This could be the one moment for that to happen.