Filed under: Music | Tags: Culture, Music, Presentations/Principles/How-to's, Social Media, Technology, Viral, Web/Digital
OK Go are master choreographers, and they know how to play the low-budg homemade video game–they launched their career on it. On their first it was treadmills; on their latest, it’s an elaborate and well-timed Rube Goldberg setup. Here it goes again indeed:
With a knack for knowing what will go viral, they rode their Youtube promotional model to success and recognition–“To the band, ‘Here It Goes Again’ was a successful creative project. To the record company [EMI], it was a successful, completely free advertisement,” says lead singer and guitarist Damian Kulash, Jr. in a recent New York Times op-ed sending up the band’s label for misguidedly disabling the embed feature on the band’s Youtube videos in an attempt to eke out additional revenue. (Youtube only pays royalties for those videos viewed on the site, not those that are embedded.) The move fundamentally misunderstands the function and potential of Youtube in today’s cultural (and musical) landscape, and is merely one in a long string of embarrassing failures by a hopelessly outdated and pig-headed recording industry blundering indignantly and ever-insistently towards obsolescence.
The old music business model’s inability to accept, embrace, and leverage technology and the changing ways in which people are discovering , sharing, and interacting with music is a tired subject by now (and it’s not to say that some artists and labels are not learning to approach the changing business with enthusiasm, innovation, and aplomb), but Kulash lucidly argues his point : “In these tight times, it’s no surprise that EMI is trying to wring revenue out of everything we make, including our videos. But it needs to recognize the basic mechanics of the Internet. Curbing the viral spread of videos isn’t benefiting the company’s bottom line, or the music it’s there to support. The sooner record companies realize this, the better — though I fear it may already be too late.”
As of two days ago, EMI (which has a mortifying track record of desperate, just-doesn’t-get-it, artist-and-fan-alienating gaffes) has allowed OK Go’s videos to be embedded–but not because the label concedes the error of its ways. Rather, the band has secured a sponsorship from State Farm Insurance (huh??) which will allow them to embed with the sanction of EMI, which, while it’s something, does nothing to resolve the fundamental issue, and further encourages the label’s blind and ignorant drive to monetize–ironically, at all costs.
Read the rest of Kulash’s great op-ed, which goes on to question the shifting role of the label in music and the detrimentally-morphing artist-label relationship, at the New York Times.
And lastly, here’s the video that made them famous:
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