Here It Goes Again

OK Go have worked out how to be remarkable.

Their first big success was “A Million Ways” which, thanks to a video made and released without permission from their label, was the most downloaded music video at that time:

And, “Here It Goes Again”, featuring an awesome treadmill performance, is one of the all-time most popular internet videos:

So, how do you follow up hits like that?

With even better videos, it would seem.

First:

Then:

However, I think these are very unlikely to be bigger hits.

Look at the progression – the first video was amature in an appealing way (you could imagine the fun they had making it), the second video had just enough polish without looking over produced (you could aspire to have made it yourself), but the last videos looks like they belong on MTV rather than YouTube.

Also, a funky video from these guys is not news, so it’s much less likely to be viral.  “Dog bites man” is not news.  “Man bites dog” is news.  But, “Man bites dog a second time” is a much smaller story.

What do you think?

4 thoughts on “Here It Goes Again”

  1. I noticed yesterday that I couldn’t play any of the videos from your embeds, and today I find out why:

    http://www.gizmodo.com.au/2010/01/open-letter-from-ok-go-on-non-embeddable-youtube-videos/

    It’s an open letter from OK Go themselves, explaining that Youtube can’t pass on money to the record labels from embedded video, so they don’t let it be embedded.

    I got this from this morning’s weekly update from CIO magazine. When an American rock band is being mentioned in a New Zealand IT magazine, they really, truly, have made themselves remarkable.

  2. Rowan,
    Seth Godin would be a good example of someone who continues to be remarkable. His PR using a network of bloggers and his relationships is really exceptional and very powerful. I realise you read his blog but he struck me as an outstanding example of sustainable great work.
    http://sethgodin.typepad.com/

  3. It’s because people respect those who do a lot with nothing and don’t respect those who do nothing with a lot. Nothing being comparative.

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