OK Go released a new video today — wait, no, come back! It's worth 3:20 of your time, I promise. It's fun, and colorful, and is chock full of that oh so OK Go element of "how in the hell did they pull that off?" (The band, of course, have already done an interview explaining how in the hell they pulled it off.)
Instead of playing desert-strewn instruments with a car, or rigging up a studio with an intricate setup that would make Rube Goldberg spin in his grave, this time the band takes flight — a zero gravity flight. Riding aboard an S7 Airlines plane (a Russian company that, as far as I can tell, is not necessarily known for these kinds of flights), the band members dance, float, throw laptops around, and release dozens of multi-colored balls. It's not the first ever zero gravity music video, but it's a pretty amazing stunt.
OK Go - Upside Down & Inside Out
Hello, Dear Ones. Please enjoy our new video for "Upside Down & Inside Out". A million thanks to S7 Airlines. #GravitysJustAHabitPosted by OK Go on Thursday, February 11, 2016
"But what about the song," a few of you may ask. The song comes from the most recent album, Hungry Ghosts, which was fairly well-received when it was released in 2014, even making it on the Billboard charts. It's... there? It's catchy, but it's not the same caliber earworm that dominates the top 40 charts these days. But that's okay! At this point in their career, OK Go's songs are little more than a garnish for these wacky videos. They've made some arguably great music in their nearly 20 (!) years as a band, and while this one is far from the best, it'll sound just fine when it's being talked over on tomorrow's episode of Good Morning America.
OK Go obviously has a long history with viral music videos. You could even say they were first. What's amazing is that they're still doing it, and finding enough inspiration to come up with increasingly weird and fun ideas. And it continues to pay off — within hours, the video for "Upside Down & Inside Out" is already well over 1 million views on Facebook.