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"[OK Go's success] is the product of long-term artist development for a credible, smart band that is connecting with fans the old-fashioned way through non-stop touring, and the new-fashioned way—through clever, trailblazing use of new media."
—-Andy Slater, Capitol Records President

HERE THEY OK GO AGAIN

Capitol’s Windy City Rockers Score With “Here It Goes Again” Video, Which Dominates VH1, YouTube, Fuse
Capitol Records band OK Go are at it again with their latest homemade, low-budget video for the song, “Here It Goes Again.”

Featuring the band performing a synchronized treadmill routine in a gym, “Here It Goes Again,” a track from the band’s Oh No album, released almost a year ago, the video has been viewed a staggering 2 million times on YouTube, earning monthly honors as Most Viewed, Top Favorites and Most Discussed Music Video, as well as #10 Most Linked All Time and #25 Most Viewed Music Video of all time on the popular site. Technorati has rated the video as one of the most popular linked by blogs.

Capitol Records President Andy Slater got off the treadmill long enough to state: “OK Go’s current success is a grass-roots phenomenon of the digital age.  It is the product of long-term artist development for a credible, smart band that is connecting with fans the old-fashioned way through non-stop touring, and the new-fashioned way—through clever, trailblazing use of new media. Now, if only I could master the moves, I'd submit my own video to YouTube."

Along with press coverage on CBS and ABC News as well as a feature in the L.A. Times, the exposure has helped boost the album into the 20s at iTunes.

That follows the success of the group’s “A Million Ways” clip, the video the band made in their backyard for the $4.99 they paid for the tape and initiated a dance craze. With more than 9 million downloads, it’s the most downloaded video in music history, creating a viral campaign that was covered in Wall Street Journal, N.Y. Times, Washington Post, NPR and VH1. It inspired countless numbers of imitators posting their own versions of the dance on YouTube, which led to the “OK Go Dances With You(Tube) Contest” for winners to perform live with the band, some results of which can be seen here.

“Here It Goes Again” was added to VH1 (reaching the Top 10 on the VSPOT Top 20 Countdown in its first week), Fuse and Yahoo! Music’s “The 9.” It was featured this week on ABC’s Good Morning America spot about the YouTube craze here.

VH1 EVP Music & Talent Rick Krim did a couple of cartwheels before proclaiming: “Once again, an OK Go video is becoming an Internet phenomenon.  ‘Here It Goes Again’ has already soared into the Top 10 of our user-created VSPOT Top 20 Video Countdown. You’ll see and hear the video and the band showcased heavily across all of VH1’s screens in the next few weeks in hopes of breaking the band as well as the video.”

Check the video out on Windows Media here, Real Player here or Quicktime here.

The band performs “Do What You Want,” yet another single from Oh No, on TV spots for JC Penney’s current back-to-school ad campaign, while “Invincible” has been tapped as the theme song for the NCAA Saturday night primetime football games airing on ABC this fall. The band will play a special show in L.A. on Aug. 29 at Safari Sam’s as part of the Hollywood club’s “Check Yo’ Ponytail” series.

Over the past year, OK Go has toured with Panic! at the Disco, She Wants Revenge and Kaiser Chiefs and will hit Europe with Motion City Soundtrack next month.

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