What insights did OK Go’s frontman Damian Kulash share about the band’s early attempts to create music videos? How has the band’s approach to music video production evolved over the years? What was the significance of YouTube in changing the landscape for OK Go? And what details were revealed about their upcoming album, “And the Adjacent Possible”?
In a recent panel discussion, OK Go’s frontman Damian Kulash and bassist Tim Nordwind reflected on the band’s 20-year history of creating elaborately choreographed music videos. Joined by director Aaron Duffy and Screen Daily’s film critic Tim Grierson, the conversation took place at a screening for From Treadmills to Industrial Robots: A Retrospective in Beverly Hills. The event also marked the premiere of their music video for "Love," a track from their forthcoming fifth studio album, And the Adjacent Possible, set to be released after a decade-long hiatus.
Kulash recounted an intriguing anecdote about their attempts to collaborate with acclaimed filmmaker Michel Gondry for a music video during the early 2000s, shortly after he began working with Kanye West. They shared how, despite the humorous nature of their video submissions, it eventually went viral on iFilm, leading to an unexpected connection with a wider audience.
Duffy had directed the band’s previous hit, "The Writing’s On the Wall," and the latest video for "Love" was filmed in a historic Budapest train station. The conversation also touched upon OK Go’s Grammy-winning video for "Here It Goes Again," which was a pivotal moment in their career, showcasing their unique blend of creativity and choreography that resonated with fans even without the backing of a record label. As their video production techniques evolved, Kulash emphasized how their understanding of filmmaking has matured, focusing on creating engaging events that captivate audiences.
OK Go’s Damian Kulash On Courting Michel Gondry to Direct Music Videos
In the arena of music videos, few bands have been as innovative and visually captivating as OK Go. Renowned for their elaborate and imaginative visuals, the band has carved a niche that transcends the typical music video format. At the heart of this creativity is lead singer Damian Kulash, whose vision and willingness to collaborate with visionary directors have propelled them into the global limelight. One such moment was when they successfully courted the enigmatic director Michel Gondry to create their groundbreaking visual narrative.
OK Go’s journey into the world of visually striking music videos is a story of ambition, creativity, and a touch of serendipity. Their distinct style has been characterized by intricate choreography, clever use of slow-motion techniques, and, of course, a heaping dose of whimsy. From their viral hit "Here It Goes Again," featuring a treadmill dance routine, to the elaborate Rube Goldberg machine in "This Too Shall Pass," the band has relied on ingenious concepts that resonate with audiences around the globe.
For many, collaborating with a director like Michel Gondry is akin to landing a dream job. Recognized for his hallmark of blending fantasy and reality, Gondry’s previous work on films such as "Eternal Sunshine of the Spotless Mind" and innovative music videos for artists like Björk and The White Stripes had cemented his status as a visionary. Kulash, fully aware of Gondry’s artistic pedigree, saw this as an opportunity to elevate OK Go’s already distinctive visual identity and push the boundaries of music video storytelling.
In an interview, Kulash reflected on the unique process of reaching out to Gondry. "For us, the challenge was to create something that felt genuinely original while also appealing to his sensibilities," he said. "The goal wasn’t simply to have him direct one of our songs; it was about creating a connection and collaborative spirit that would lead us to a truly unique piece of art."
The band reached out to Gondry with a visual concept that would allow both parties to thrive creatively. They presented their treatment for "The Writing’s on the Wall," a song from their 2014 album "Hungry Ghosts," to Gondry, emphasizing their desire for a visually arresting experience that incorporated surreal elements. The concept revolved around the manipulation of perspective and optical illusions, a signature style of Gondry’s that aligned perfectly with OK Go’s ethos of subverting conventional storytelling.
Kulash mentioned, "It was thrilling to see how excited Michel was about our ideas. He brought his own flavor to our vision, and that’s where the magic happened." For Kulash, Gondry’s directorial style feeds into OK Go’s mission: to make music an experiential, multi-dimensional endeavor that engages the audience at various levels.
Collaborating with Gondry was not only a creative thrill for the band but also a learning experience. Kulash recalled how the rehearsal process was transformative. "Michel challenges you to think differently," he explained. "It was like being thrown into a whirlwind of creativity, and during every prep meeting, we’d delve deep into every tiny detail of how we could create illusions through motion and perspective. This process is what makes working with him so rewarding."
"The Writing’s on the Wall" ultimately became a showcase of not only Gondry’s cinematic brilliance but also the band’s proficiency in visual storytelling. The video involved a series of painted backdrops that twisted the perception of space, leading to mind-boggling visuals that appeared to defy the laws of physics. The final product was a breathtaking blend of music, art, and a narrative that felt both playful and profound.
Such collaborations reflect OK Go’s ongoing dedication to evolving the music video format and finding new ways to engage their fans. Kulash expressed that they don’t just want their videos to be marketing tools but rather standalone pieces of art that resonate with viewers. "We want people to experience our music in an entirely different light," he shared, adding, "Our aim is to transform the music video landscape and push boundaries. Partnering with someone like Michel was essential to accomplishing that."
In a digital age where attention spans are fleeting, OK Go and Gondry’s collaboration stood as a testament to the power of creativity and innovation. It paints a larger picture of what is possible when artists from different disciplines come together, challenging norms and creating something memorable.
As Damian Kulash continues to lead OK Go into new artistic territories, one thing remains clear: their pursuit of inventive storytelling is unwavering. Their collaboration with Michel Gondry has proven that the journey of creativity is often as engaging as the final product—and for OK Go, the adventure is just beginning.
Damian Kulash, the lead singer of OK Go, has often spoken about the band’s unique approach to music videos and how they’ve collaborated with visionary directors like Michel Gondry. Known for his imaginative storytelling and innovative visual techniques, Gondry has created iconic music videos for various artists. For OK Go, whose own style is characterized by clever concepts and intricate choreography, working with a director like Gondry can elevate their artistic expression.
In discussions about their collaboration, Kulash has reflected on the creative process, emphasizing how important it is for the band to find directors who resonate with their vision. The chemistry between the musicians and the director can lead to groundbreaking visuals that complement the music, pushing the boundaries of traditional music videos. For OK Go, having Gondry on board was a strategic move that aligned with their goal of creating engaging and memorable visual experiences.
The way Kulash and his bandmates approach these partnerships reflects their commitment to crafting art that is both aesthetically pleasing and meaningful, showing that music videos can be more than promotional tools—they can be standalone works of art. Their collaboration with someone like Gondry is a testament to this philosophy, resulting in videos that leave a lasting impression on viewers and fans alike.