Their other videos may have taken more discipline in terms of getting those one-take shots right, but one could make a valid argument that this is OK Go’s most ambitious video yet. Music on wheels!
Here’s the story: OK Go teamed up with Chevrolet – funny how this used to be viewed as a sellout move, but in today’s musical climate, it’s not just survival, it’s savvy business acumen – to produce a two-mile track in the desert outside of Los Angeles where the band strategically placed instruments so that, when the band drove the new Chevy Sonic at a certain speed, it would play a bare-bones version of their song “Needing/Getting” while they sang along in headsets and wearing race car-type crash gear, of course. Once again, each member is wearing his own color, but they’re not the same colors they wore in the videos for “End Love” or “This Too Shall Pass.” Actually, guitarist Andy Ross is wearing red for a second time, but by and large, these guys have a thing about making sure they do not repeat themselves.
As a friend of ours said, they’re the hardest working band in music videos. That may not sound like much, but there is something to be said for creating something indelible. Pop music has given up on immortality, and instead focused on the now. At least someone is still looking at the long term. Don’t be surprised if nearly everything about this generation’s music is forgotten, while OK Go’s videos live on and on.