To this video, along with a previous one for the piece 'A Million Ways', owe OK Go, to a large extent, their relative success. These are videos the band made themselves (both staged and choreographed by the sister of singer Damian Kulash), without the approval or financing of their company, that they uploaded on YouTube where they met unexpected acceptance. Especially 'Here it Goes Again' is about to surpass 50 million views and won the Grammy for best short music video of 2007.
A few days ago OK Go released their new album 'Of the Blue Colour of the Sky' as well as a new video for the track 'This Too Shall Pass' and sounds ironic that after the success experienced through YouTube, their company, now EMI, prohibited the inclusion of the group's videos on blogs and websites.
This fact led the band to apologize to their friends by sending an open letter through their official website.
In the letter Damian reports that OK Go disagree with this move from their company and tried to make them change their mind, and explains their - of course financial - reasons why EMI made this move: "Weʼve been flooded with complaints recently because our YouTube videos can't be embedded on websites, and in certain countries can't be seen at all. And we want you to know: we hear you, and weʼre sorry. We wish there was something we could do. Believe us, we want you to pass our videos around more than you do, but, crazy as it may seem, itʼs now far harder for bands to make videos accessible online than it was four years ago..."
EMI has made the ban because the agreement with YouTube has led to loss of money by copyright when a video is accessed, not directly from YouTube, but from the embedded page.
And Damian adds: "It's a decision that bums us out. We've argued with them a lot about it, but we also understand why they're doing it. Theyʼre aware that their rules make it harder for people to watch and share our videos, but, while our duty is to our music and our fans, theirs is to their shareholders, and they believe theyʼre doing the right thing."
Then, the group gives the code to anyone wishing to incorporate the video of 'This Too Shall Pass' through Vimeo wherever he wants.
Go to the website of OK Go here to read the entire letter and we have for you bellow the videos of 'This Too Shall Pass' and ' Here It Goes Again'.
OK Go - This Too Shall Pass
OK Go - Here it Goes Again