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OK Go - This Too Shall Pass - RGM version

The YouTube phenom band OK Go made a lot of waves last month with a NY Times op-ed and an open letter online where they voiced their frustration with their record label, EMI, for disabling embedding of their new music video on YouTube, which they believed kept it from getting the viewership it deserved. Rather than admitting defeat, the band has released an entirely new music video, underwritten by State Farm, with embedding allowed, and it has been seemingly everywhere on the web today. Part of the reason is the embedding, to be sure, but an equal part is that it’s simply awesome. Mashable has more details, and links to the behind the scenes videos.

Directed by James Frost, OK Go and Syyn Labs. Produced by Shirley Moyers. The official video for the recorded version of “This Too Shall Pass” off of the album “Of the Blue Colour of the Sky”. The video was filmed in a two story warehouse, in the Echo Park neighborhood of Los Angeles, CA. The “machine” was designed and built by the band, along with members of Synn Labs (http://syynlabs.com/) over the course of several months.

via tanya77 and ericmortensen.