[Video of the Day] OK Go - This Too Shall Pass - Rube Goldberg Machine version

by Guest 12/8/2010 11:53:00 AM

In music, timing is everything. When you’re dancing with an enormous machine, it’s even more important to get the timing correct, down to the microsecond.

For its latest video, released on YouTube Monday night, pop band OK Go recruited a gang of very talented engineers to build a huge, elaborate Rube Goldberg machine whose action perfectly meshes with the band’s song, “This Too Shall Pass,” from the band’s new album, Of the Blue Color of the Sky.

 

 For nearly four minutes — captured in a single, unbroken camera shot — the machine rolls metal balls down tracks, swings sledgehammers, pours water, unfurls flags and drops a flock of umbrellas from the second story, all perfectly synchronized with the song. A few gasp-inducing, grin-producing moments when the machine’s action lines up so perfectly, you can only shake your head in admiration at the creativity and precision of the builders.

OK Go developed a reputation for making catchy, viral videos four years ago with the homemade video for “Here It Goes Again,” which features the band members dancing around on treadmills. The company ran afoul of music label EMI’s restrictive licensing rules, which required YouTube to disable embedding, cutting views to 1/10 of their previous level. Now, the new video is up — and it’s embeddable, so the band seems to have won this round with its label — and is already generating buzz on YouTube and on Twitter.

Planning for the video began in November, when Syyn Labs secured a warehouse in the Echo Park area of L.A. But it wasn’t until January that work really got going. The video was shot on Feb. 11 and 12.

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