Photo: Joshua Blanchard/Getty Images
See OK Go Dance With A Wall Of Printers In New 'Obsession' Video
Indie electro-pop quartet OK Go set themselves up for a lifetime of high expectations when they appeared on the scene in 2006 with their inescapable viral hit "Here It Goes Again," which earned them the GRAMMY Award for Best Short Form Music Video at the 49th Awards. They've met those expectations admirably in the 11 years since, with their latest video —in support of their new single, "Obsession" – adding to an impressive visual catalogue trading off their characteristic integration of catchy pop hooks and choreographed technology.
Coming up with a fresh music video concept that has a real chance to go massively viral is near impossible enough for most people to accomplish even once, yet OK Go have built a career out of the practice.
So how could they top a library of music videos that already include their famous treadmill dance routine, a four-minute Rube Goldberg device that shot them with paint cannons, a music video shot entirely in zero gravity, a theme song collaboration with the Muppets, and a complete music video built from just 4.3 seconds of slo-mo footage?
Finding these "wonderful" ideas is a science unto itself — so much so that the group even hosted a TED Talk on the subject this past summer — and for "Obsession," OK Go knew they once again had to come up with something that had never been done before.
So they went back to Tokyo, where'd they'd previously found success finding logistical support for the music video for "I Won't Let You Down," and spent several weeks working with Double A paper company choreographing a massive wall of printers to serve as their visually frenetic backdrop.
The band also revealed via Twitter that the release of the video was partially delayed because the sheer amount of visual information being displayed by the printer wall was playing havoc with YouTube's HD compression algorithms.
As for concerned fans wondering about the sustainability aspects of using such a massive volume of paper for a five-day music video shoot? The band has made abundant promises that all paper used was recycled, and even made a donation to Greenpeace to boot.