OK Go Defeats Record Label: Watch the Band's New Video

Chicago treadmill champions OK Go are better known for their playful, viral-friendly music video for “Here It Goes Again” than for creating hit singles. We know this. As singer Damien Kulash demonstratd in an op-ed for the New York Times, the band knows this, too. The only people who seemed not to get it, unfortunately, were at the band’s label EMI.

The label recently blocked bloggers and online news outlets from embedding OK Go’s videos, cutting them off from the viral community that propelled them into the public eye in the first place. Refusing to go down without a fight, the foursome took the quarrel to the interwebs. After taking a bit of a beating from the public, EMI realized the error of its ways and allowed the band to do what it does best—making videos and distributing them for free. The latest, for OK Go’s “This Too Shall Pass,” is below. Expect to see it plastered all over the internet for the next few days.

Thanks to Vulture for the tip!