Best. Video. Ever.

This video is simply awesome. "Fucking sweet" is an often over-used expression, but not here. OKGo is a really good band that has put out 3 outstanding albums (their self-title is one of my favorite albums ever). But they are great when it comes to putting together kick-ass videos.

Of course all bands are trying to capitalize on the internet, but while most are content to make MP3's available for download, recruit fans over facebook, or update their nifty websites, no band has really harnessed the internet the way OKGo has: by tapping into the viral video phenomenon.

While I don't know what's going on in the minds of Damian and the rest of the guys, I get a strong feeling they know exactly what they are doing. That is to say, that these videos are more than just the creative by-products of inspired artists, musicians and film-makers, like videos from the pre-internet age were. These videos (at least the one above and the "treadmill video") were designed to go viral. The payoff for a rock band is obvious: while people are checking out the video, they're also hearing the music, and then likely buying things like MP3s, albums and concert tickets.

In a meta-youtubism moment, OKGo winkingly acknowledges this in an "apology" video to the website that had scorned them:



Obviously, OKGo has gotten out of youtube's doghouse right quick with 3 and a half million views of the new video in just under a week.

But this makes me wonder what effect this has on how OKGo is perceived artistically. As I said, I love the crap out of this band. Videos or no videos, I'd be a huge fan because their music is excellent and incredibly fun to listen to. But when I tell my friends they should consider picking up the new disc, they respond hesitantly and suggest that they view OKGo as "that video band" or "that treadmill band." Granted, my friends are ridiculous music snobs, but I don't think that's the only thing at play here.

I have heard my less snobby friends say things like "I listened to their whole album and it's actually really good stuff." See what I mean?

The viral videos are, when you get down to it, gimmicky. They are brilliant, entertaining and they truly enrich the aesthetic fabric of our world by offering excellent art that's also quirky and eye-catching enough to be shared amongst millions of people. Further, they are perfectly in line with OKGo's clear approach of being the-band-you-want-on-at-your-next-keg-party rockers. But, they are still gimmicky. And as with any gimmick, observers will always wonder whether the substance behind it is actually any good.

Luckily OKGo is more than good enough to overcome that. Plus they are famous and probably rich as fuck, so bully for them.