February 6, 2012

It's not that OK Go writes great tunes...

... because they don't. They're pretty run-of-the-mill pop tunes. But they're videos are single-handedly reinventing music as an experience. To experience OK Go at their best is not to see them live; it's to watch their videos. And increasingly, their videos offer a new meaning to "orchestration." Just as any symphony is more than the composer, OK Go's are elaborate collaborations. Yet, their "symphonies" don't stop at musicians, they involve, for example, scientists and car makers too. While most musicians are heading towards less and less collaboration--using technology that eliminates the hassle once necessary to get particular sounds--OK Go is heading in the other direction, complicating music, making music out of objects you'd never have imagined... or, at least, I wouldn't have.

In a word: incredible.