Thursday, 16 October 2014

That's Entertainment : OK GO


OK GO…you know them.  They did that hugely popular video for that truly infectious ditty Here It Goes Again back in 2005.  This act alone has probably cast them to the majority as a quirky one hit wonder band that time will one day forget.

But that really is not the truth of it.

See, OK GO are a band that inhabit a space between pop/rock and art that truly makes every song/album and video clip they release something to treasure.  They are craftsmen, and I mean that in the way we talk of artisans toiling away to create.  

Taking a skewed pop aesthetic and melding it to the visual medium of the video should equal chart topping success.  But it hasn't.  Hell…they don't even have a record label now, self releasing their new album this week via pledges.

But see, this is doing something different.  In the new world scheme of things where no one sells records any more, OK GO have gone it alone, and as you pledge to buy the new album - digitally, on CD or vinyl - you can select to buy a range of OK GO inspired or designed items - hand crafted books, hand written lyric sheets, signed CDs, comics, t-shirts - or buy experiences like a day on the tour bus, a walk on cameo in their next film clip, a customised video art piece, a disposable camera filled with random pictures taken by the band, personalised voicemail recordings, decorated Converse shoes and even a mini-customised synth set.

If I had the money, I would have done it all, but I just went with the boring old signed CD and MP3 code.  Am kicking myself for not getting a T-shirt though.

Yet here's the future of the music industry.  Creative bands sorted from chaff by encouraging interaction with their fans (and potential new ones) via the multitude of digital media and offering them something your Top 20 acts and X-Factory winners can't.  It sounds wanky, but my heart bursts with pride, admiration and it's bands like this I wish every piece of good luck with the album release and tour.

Furthermore, they are active in charities and fundraisers as well as turning out for special appearances from your local kiosk, a colour education piece for Sesame Street to President Obama himself.

Did I say the music entertains?  Well when it all boils down, without the music, the rest is fluff.  My oh my, OK GO kick ar$e.  A synth, jazzy, pop fusion of sounds and witty, bitter and observant lyrics about existence and the human condition.  Constantly, OK GO produce nuggets of aural gold.  When people say something is 'cool', they don't know cool until they look and listen to OK GO.

And sure, I sound like I'm preaching.  I'm not.  However, since the release of the new single and all the pre-release fun communicated to purchasers via the Pledge site, I've found it hard not to go back and revisit their body of work and sit back and go wow.  I've gone from being a casual listener to a 'I love this band and want to scream it from the rafters!'.  Having received the download code for my MP3 copy of their new album only three nights ago, I am absolutely hooked.  Every pop hook, every vocal harmony, every nuanced bass line and drum beat and synth part has won me over.  If there is a Temple of OK GO…I'm there.

If you're looking for something to whack on the iPod that will put a boogie in your butt, then Hungry Ghosts (the new album) is out now.  Buying it supports a band who stood up to the machine and did it their way.  

Or if you want to see intricate, stylish and well designed film clips, it's up to you.

So there you have it.  You can dream.  You can have integrity.  You can do it yourself and prove your detractors wrong and prove your supporters right.  You can provide the punters the full entertainment experience.  And you can be winners.

OK GO and spread the word!









This Too Shall Pass Version 1 https://www.youtube.com/watch?v=qybUFnY7Y8w











Posted by at

No comments:

Post a Comment

Subscribe to: Post Comments (Atom)