OK Go recently released video for their song This Too Shall Pass, of their new album, Of the Blue Colour of the Sky, and it shows that they really understand viral web video and that their target demographic consumes their content on YouTube and Facebook.
First, check out their video, if you haven’t yet. It’s really worth watching, even if you don’t like their music. Analysis after the jump:
As you’ve seen it’s a Rube Goldberg inspired music video that is doing everything it can to keep your attention. It starts with a shock view of singer that looks like he just slaughtered a cow and as that grabs your attentions it gives you an interesting machine to observe as you watch the video. If they kept your attention for 30s you’ve probably managed to be enthusiastic enough about it to instant message it to your friends as well shared it on Facebook etc.
Based on their recent open letter, this is exactly what brings money today to a band – YouTube advertisements and the only way to actually make serious money on YouTube, besides having 500 videos that you released over last 2 years is to go viral with a well thought our video.
This brings to a completely new problem: what sells of the internet is porn, but if you can’t show that, kittens and lolcats will do. So the best tactic for an indie band that would like to get a lot of views would be to get some cute girls and somehow embed fuzzy kittens and puppies into their video. This way you’ll have a few bonus points in terms of views and maybe you’ll be able to achieve tipping point that will allow you to skyrocket the number of your views.
Did you spot any other details in the video that would contribute towards virality and sharing?