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Ok Go Pulls The Trigger on Their Label

LA-based band Ok Go announced today that they are leaving their record company EMI to form their own called, Paracadute. This doesn't come as a surprise to many. The band had seemed to be in a tug of war with the label ever since they uploaded the music video to their single, "Here It Goes Again", without EMI's permission in 2006. The video, which quickly became a viral hit on YouTube, featured the band dancing on treadmills in a single take:

With over 50 million views and counting, the success was a direct result of fans and bloggers being allowed to easily share the content through YouTube's embed link feature. At face value, many would look this at as a hit, but for EMI, which owned the song and traditionally would control the distribution, this became a big issue. So for the next album, they stepped in, disabling anyone's ability to embed the video on their site. The heightened label control garnered the band less views and therefore less support.

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Lead singer and guitarist, Damian Kulash, wrote a really insightful op-ed in the New York Times about this continuous struggle between the new and old school models that- some would say- continue to have the record industry shooting themselves in the foot.
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This was also the perfect forward for the band's latest single, "This Too Shall Pass", from their album "Of The Blue Color of The Sky" released earlier this month. Once again, they knew how to charm the Web's socks off with this single-shot music video featuring an enormous two-story Rube Goldberg Machine:

This time, the band went back to their roots and did it their way. The video (which features the State Farm Insurance sponsor logo at the end) was immediately embraced by the online community and has already gotten over 6 million views. I recently spoke to Kulash about the making of the video, what they're working on next and his thoughts on the future of the music industry: =http:>=http:>

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