Ok Go Here It Goes Again Wiki

2010 single by OK Go

"This Too Shall Pass"
Single by OK Become
from the album Of the Blue Color of the Sky
Released	January 17, 2010
Recorded	Oct 2008 – June 2009[ane]
Studio	Tarbox Road (Cassadaga, New York)
Genre	Power pop indie pop alternative rock
Length	3:08
Characterization	Capitol EMI
Songwriter(s)	Damian Kulash Tim Nordwind
Producer(s)	Dave Fridmann
OK Get singles chronology
"WTF?" (2009) "This Too Shall Pass" (2010) "End Love" (2010)

"This Too Shall Pass" is a song by American rock ring OK Get. Information technology was released equally the second single from their third studio anthology, Of the Bluish Color of the Sky, in January 2010. The band took the unorthodox route of creating 2 official music videos for the song, both of which premiered on YouTube. The first features a live performance of the song in collaboration with the University of Notre Matriarch Marching Band. The second features a giant Rube Goldberg machine, constructed to operate in time with the song. The popularity of the 2nd music video of the song has been compared to that of the band'southward video for "Here Information technology Goes Again", helping to boost live performances and single song sales for the grouping but non significantly improving sales of the Colour album. Difficulties with EMI, their corporate label, in marketing and distribution of the videos led the ring to form their own independent label shortly after the videos' releases.

Vocal [edit]

The lyrics to "This Likewise Shall Pass" are written to encourage its audition, burdened with some figurative weight, to "let information technology go, this too shall pass" in the near future instead of continuing to let the weight keep them from enjoying life, akin to the significant of the original phrase, This too shall pass. The song continues much of the theme of Of the Blue Color of the Heaven, which, according to Damian Kulash, was almost "searching for hope in hopeless times"; "This Also Shall Laissez passer" and other songs from the album were written at the onset of the belatedly-2000s recession.^[2] Billboard considered the song to exist a "psych-popular anthem", similar to MGMT's "Kids";^[three] this is in part due to the anthology'south producer Dave Fridmann who had also worked with MGMT and The Flaming Lips and brought some of the same musical stylings along.^{[4] [five]}

First music video: Marching Band [edit]

The first video for the song was released on YouTube, on January 12, 2010, to coincide with the release of the album and the unmarried. Co-directed past Damian Kulash and Brian 50. Perkins, information technology was filmed in October, 2009, in South Curve, Indiana. The video is somewhat unusual in that it does not feature the album version of the vocal. Rather, it features an original recording that was really performed live during filming of the video. OK Go'south Tim Nordwind noted that the song lent itself well to large orchestration.^[6]

In the video, the members of OK Go are seen in a field wearing marching band garb. The uniforms were originally from Rochelle Township High School of Rochelle, Illinois. They begin to march and, as the song progresses, the band is joined by members of the University of Notre Dame's Marching Band many of whom rise up camouflaged in ghillie suits.^[7] They are also joined in the last chorus by a children's choir cobbled together from two local South Bend preschools.^[5] Similar many of their other videos, the marching band video was shot in one have.

The marching band video was created to bridge the fourth dimension between the release of the anthology and the expected completion of the Rube Goldberg video. The band had originally planned to release the marching band version later on the debut of the Rube Goldberg video. However, they found fourth dimension during October 2009 to work with the Notre Dame band, and realizing the length of time to complete the Rube Goldberg machine, went ahead and completed the marching band version.^[6]

2d music video: Rube Goldberg Automobile [edit]

The 2d music video for "This Too Shall Pass" was co-directed by Damian Kulash and James Frost. Similar to the ring's video for "Hither It Goes Over again", the "This Also Shall Pass" video features a four-minute, credible one shot sequence of the song beingness played in fourth dimension to the actions of a behemothic Rube Goldberg machine built in a ii-story warehouse from over 700 household objects, traversing an estimated half-mile course.^{[viii] [ix]} As the vocal and car operate, the members of the band are seen singing alongside the machine, with the members existence shot at past paint guns at the vocal'southward finale. Parts of the automobile are synchronized in time with the music; in one instance, glasses of water are used to echo part of the song's melody in the fashion of a glass harp. One part of the automobile shows the "Here It Goes Once again" video on a television before it is smashed past the auto.^[8] The Brand magazine 1993 Ford Escort racecar, used for the 24 Hours of LeMons, appears in the video along with a miniature LEGO version of the car.^{[ten] [11]} Aslope the LEGO motorcar, several LEGO mini-figurines are displayed as a reference to the marching band video.^[12]

Cosmos [edit]

The floor plan for the Rube Goldberg machine used in the video covered ii floors of a warehouse and had several singled-out stations that worked in fourth dimension with the music.

The video'south inspiration was from the ring, who wanted "a giant motorcar that nosotros dance with", a long-term aspiration of the ring and inspired past other Rube Goldberg machines shown in videos on YouTube, including the interstitials used on the Japanese children'due south show PythagoraSwitch.^{[8] [13] [14] [15]} While they considered the idea of the machine for each song on Of the Colour, they opted to use "This Too Shall Pass" to brand the end result "regal and ballsy", even though information technology already duplicated the previous marching band video.^[16] They sought help through online science message boards, eventually coming in contact with Syyn Labs.^[14] From a puddle of talent at a Syyn Labs-hosted "Mindshare LA" gathering, about 55 to 60 people from Syyn Labs, the California Institute of Applied science (including some who piece of work at the National Aeronautics and Space Administration'due south Jet Propulsion Laboratory and participated in the Mars Exploration Rover program, hence the model rover seen in the video) and MIT Media Lab helped to design and construct the machine.^{[9] [12] [13] [17]} Damian Kulash's male parent (Damian Kulash Sr.) also participated in the machine's construction.

The team had to work on a limited upkeep, using recycled trash for many of the props in the device;^[ten] after filming, the total estimated toll was approximately $90,000.^[ix] The team avoided the employ of "magic"—automatic devices like computers or motors—and instead focused on purely concrete devices.^[8] The total fourth dimension to create the video from conceptualization was about six months, with two months of planning and four months for design and filming.^[half-dozen] The warehouse where filming took place was in the Repeat Park section of Los Angeles, and was secured past Syyn Labs in Nov 2009.^[8] The final construction within the warehouse took over a month and a half during Jan and Feb 2010. The band members helped in the last two weeks of construction, having spent the previous four months on tour.^[xiv]

Once the machine was completed, the filming, using a single Steadicam, took ii days to consummate on February eleven and 12, with an estimated 60 takes for the machine to properly function. The first day of filming included 47 takes, none of which successfully completed the unabridged machine and necessitated a second day of filming.^[9] Many of the takes ended simply 30 seconds into the process, at the start of the song'due south chorus, where a tire would neglect to scroll properly into the side by side department of the car. Syyn Labs had a grouping of 30 people to help reset the machine after each failed take, a process that took upwards of an hour depending on how far the machine ran.^[8] There were no pregnant injuries during filming; Tim Nordwind once was hit hard with paint at the stop,^[14] while the Steadicam operator nearly got hit with one of the barrels at the end of the mechanism in the shot used for the concluding video. His reaction may exist seen in the released version of the video.^[xviii]

Several elements of the automobile had to be properly adjusted to lucifer the timing for the song. The group broke the song into sections, triggered when the machine passed certain gates, to account for small changes in timing that could occur (up to 0.5 sec, according to Brett Doar, ane of the machine'south chief designers), allowing the band to continue to lip synch while the auto operated.^[18] Smaller objects similar dominoes were found to be the trickiest to set, as their patterns would be less predictable than larger and bulkier objects, which are more predominant in the later parts of the machine.^[xiii] In one case the machine transitioned to the downstairs portion, it would generally run the residual of the class untouched.^[18] Furthermore, the fourth dimension of day and temperature would play a big gene in how some small components would deport, forcing the squad to readjust the timing.^[13] Brawl tracks and other features had to be wiped articulate of dust and debris to prevent slowing down rolling objects.^[8] A carved wooden brawl runway shown early in the video was created to take motions timed to the music, just required a low inclined bending that would often cause the assurance to skip out of the tracks.^[8]

Kulash noted that their largest "nightmare" for the auto was a set of mousetraps, triggered to release a display of colored flags; they were found to be overly sensitive to earlier actions of the motorcar, such as the dropping of a piano, and redesign and padding were needed to prevent the traps from being set off prematurely.^[thirteen] The timing had to take into business relationship the movements of both the band members and the cameraman; Damien Kulash estimated that though the machine was able to complete its opening at least three times, these shots were botched, considering either the band members or the cameraman had fallen backside the action of the automobile.^[13]

While the video was filmed equally a single shot on at least three dissimilar occasions, they planned on using postal service-editing to slow downward or speed upwards certain parts of the take to proceed it in time with the final soundtrack.^[eighteen] There is a noted cut in the video, in which the photographic camera passes through a prepare of curtains on the transition to the downstairs portion of the machine; according to one of the auto designers, Hector Alvarez, this cut was introduced by the ring, speculating it was introduced to avert a shot of ane of the band members or cameraman in frame or otherwise to keep the car video synchronized to the machine.^[18] Both Tim Nordwind, bassist for the band, and Adam Sadowsky, president of Syyn Labs, said that while the machine worked in its entirety three times, and no cutting was needed, the decision was fabricated so a amend result on the downstairs portion could be included in the last version. There was likewise a 2nd cut which can be noticed by watching a pianoforte against a wall equally the camera passed behind some rods; the piano can be seen patently warping in shape and position.^{[fifteen] [nineteen] [xx]}

Responses [edit]

The Rube Goldberg machine video premiered on YouTube on March two, 2010. Within a day of the video's premiere, it was viewed more than than 900,000 times.^[thirteen] The video achieved half-dozen one thousand thousand views inside six days, which was comparable to the popularity of the "Here Information technology Goes Once again" video, and was considered "instantly viral" by CNN.^[21] The video had more 10 million views in its first month of release.^[22] As office of the success of both videos, the ring has begun auctioning props from the videos, including uniforms worn by the ring for the marching band video and the private ping-pong assurance from the second video.^[23] The Rube Goldberg video was included in a shortlist of 125 entries out of 23,000 for inclusion in "YouTube Play: A Biennial of Artistic Video", a showcase of the best user-created videos from YouTube in conjunction with the Guggenheim Museums, but ultimately was not selected as ane of the 25 winning videos.^[24]

Despite the success of the videos on the Internet, this has not translated into sales for the album Of the Blue Colour of the Sky which the vocal is a part of, selling only 40,000 copies since its January release.^{[9] [25]} Part of this is attributed to the "unremarkable" music on the anthology and for the video; musician Max Tundra suggested that the band should "record an innovative, heady slice of music – and brand a plodding, nondescript video to go with it."^[22] Yet, ticket sales for OK Go concerts have seen a surge since the video'due south release,^[9] too as sales of digital downloads of the song through services similar iTunes.^[15] According to Nordwind, the ring is non concerned with anthology sales, as their successes take come from "untraditional ways" through the ring'south career.^[15] Kulash has stated that with the connected success of their music videos as viral videos as was the case for "This Likewise Shall Pass", the band has seen more touring opportunities and an expanded audience they don't believe they would have gotten with more traditional videos nether corporate characterization control.^[26] This has led OK Go to "look at making videos similar [they] look at making records — it'southward part of the art of what [they] do", co-ordinate to Nordwind.^[16] In part of the success of "This Too Shall Pass" and their previous videos, OK Go won the 14th Annual Webby Special Achievement Award for Moving-picture show and Video Artist of the Year.^[27] The video was named both "Video of the Year" and "Best Rock Video" at the 3rd annual UK Music Video Awards.^[28]

In May 2010, afterward the band split with EMI, the single debuted at number 39 on the Billboard Alternative Songs chart, their outset appearance on the chart since "Here It Goes Again" in 2006. The song eventually peaked at number 36.^[29]

At the fourth dimension of the creation of the video, Syyn Labs had but been formed; the viral success of "This As well Shall Pass" brought the company to light for several like creative projects involving the innovative combination of engineering science.^[30] When OK Become appeared on The Colbert Report on April 29, 2010 in which they performed "This Too Shall Pass", Stephen Colbert opened the show with another, shorter Rube Goldberg motorcar created by Syyn Lab'south Brett Doar, i of the chief creators of the "This Too Shall Pass" music video, using assorted props from the show.^[31] Syyn Labs take since created advertisements for Disney and Sears, and have been contacted for futurity work in music videos and movie opening sequences, and are considering a reality television show based on their creative process.^[30]

In Feb 2011, music video blog Yes, We've Got a Video! ranked both the marching band video and the Rube Goldberg motorcar video at number 3 in their top 30 videos of 2010. The latter in particular was praised for "the cleverness of information technology and the fact that you could always pick upward something new upon each and every view."^[32] The Song was also used as the theme for the American remake of British sitcom, The Inbetweeners.

Difficulties with EMI [edit]

The marching band video sparked much controversy online immediately later on its release. Considering of deals between the band's label, EMI (through Capitol Records), and YouTube, the video was not embeddable, nor was it viewable across the globe, frustrating many fans and music manufacture professionals who wanted to post the video on their blogs. The band, led past singer Damian Kulash, explained the label'south rationale via the band'southward blog and through an op-ed piece in The New York Times. Co-ordinate to Kulash, EMI disallowed the embeddable play of the video because they but receive royalties for views on the YouTube site itself. He further pleaded to allow embedding of their next video, citing a xc% drop in viewership when EMI disabled embedding on existing videos, affecting the band's own royalties from viewership.^{[33] [34] [35]}

The band was able to secure the rights to allow the "This Besides Shall Pass" Rube Goldberg video to be distributed via embedding prior to its premiere, in part due to funding support from Land Subcontract Insurance, which helped to settle bug with EMI;^{[6] [17] [36]} in exchange, State Farm had some say in the creative procedure, and the video includes elements with the State Farm logo, including a toy truck that is used to outset the machine.^[37] The video was completed a week afterwards than expected; according to sources close to the band, Capitol Records considered the window of opportunity for promoting the single to radio to exist closed due to the delay, and would non exist bachelor again until June 2010.^[38] The band has since decided to break away from the EMI label on amiable terms, due to a combination of the issues of video embedding and radio promotions, and has become its ain independent recording label, Paracadute Recordings.^{[23] [38] [39]}

Rails listings [edit]

CD Unmarried [edit]

1. This Too Shall Pass
2. This Too Shall Pass (Instrumental)
3. This Too Shall Laissez passer (Sunday Hangover Passion Pit Remix)

CD Remix EP [edit]

1. This Too Shall Pass (Passion Pit Remix)
2. This Too Shall Pass (Shoes Remix)
3. This Besides Shall Laissez passer (Ra Ra Riot Remix)
4. This Too Shall Pass (J. Arthur Keenes Ring Remix)
5. This Likewise Shall Pass (Album Version)
6. End Honey (Neil Voss Remix)
7. End Love (Subtractive Remix)
8. End Dearest (Album Version

Charts [edit]

References [edit]

1. ^ Fridmann, Dave. "Tarbox News/Notes". davefridmann.com . Retrieved May 15, 2020.
2. ^ Stelter, Paul (2010-05-05). "Viral Return: OK Become at the nine:30 Club". Washington Post. Archived from the original on fifteen November 2011. Retrieved 2010-05-05 .
3. ^ Wood, Mikael (2010-01-29). "OK Get, "Of the Blue Colour of the Sky"". Billboard . Retrieved 2010-04-30 .
4. ^ Mincher, Chris (2010-01-12). "Of The Blue Colour Of The Sky". The A.5. Society. Retrieved 2010-04-30 .
5. ^ ^{a b} Marchese, David (2010-01-12). "Q&A: OK Go's Damian Kulash". Spin. Spin Media. Retrieved 2010-05-13 .
6. ^ ^{a b c d} Linder, Brian (2010-03-08). "OK Go Interview". IGN. Archived from the original on 2010-04-08. Retrieved 2010-03-08 .
7. ^ Campbell, Ned (2010-03-03). "Ok Go'south 'viral' tendencies stymied by EMI". The Fredonia Leader. Archived from the original on 2010-03-07. Retrieved 2010-03-03 .
8. ^ ^{a b c d e f g h} Tweney, Dylan F. (2010-03-02). "How OK Go'due south Amazing Rube Goldberg Machine Was Congenital". Wired . Retrieved 2010-03-03 .
9. ^ ^{a b c d eastward f} Harlow, John (2010-03-21). "How a group of geeky scientists created the globe'due south coolest pop video". The Times . Retrieved 2010-03-23 . The £lx,000 contraption [...] was and so over-engineered that it seemed almost designed to fail...
10. ^ ^{a b} Frauenfelder, Mark (2010-03-02). "OK Get'due south Rube Goldberg music video". Boing Boing. Retrieved 2010-03-04 .
11. ^ Siler, Wes (Mar 4, 2010). "LeMons Racer Appears In OK Go Rube Goldberg Video". Jalopnik. Retrieved Mar 5, 2010.
12. ^ ^{a b} Carlowicz, Michael (2010-06-01). "Performance Fine art, Rock Music Accomplish Engineering Nirvana in OK Become Video". NASA What on Earth Blog. Archived from the original on 2010-06-05. Retrieved 2010-06-08 .
13. ^ ^{a b c d e f g} Montgomery, James (2010-03-03). "OK Go Have You lot Behind Eye-Popping 'This Too Shall Laissez passer' Video". MTV. Viacom. Retrieved 2010-03-03 .
14. ^ ^{a b c d} Vozick-Levinson, Simon (2010-03-12). "Ok Get: How'd They Do That?". Entertainment Weekly . Retrieved 2010-03-24 .
15. ^ ^{a b c d} Bandyke, Martin (2010-04-22). "V questions with Tim Nordwind, bassist for OK Become". Detroit Costless Press . Retrieved 2010-04-29 .
16. ^ ^{a b} Davis, Laura (2010-05-29). "OK Go: Superstars of YouTube". Las Vegas Sun . Retrieved 2010-06-01 .
17. ^ ^{a b} Irish potato, Matt (2010-03-02). "OK Go Slap a Tetherball for "This Likewise Shall Laissez passer": Behind the Clip". Rolling Stone. Archived from the original on March four, 2010. Retrieved 2010-03-03 .
18. ^ ^{a b c d e} Stern, Becky (2010-03-05). "OK Go Rube Goldberg video: meet the makers!". Make mag. Archived from the original on 2010-03-07. Retrieved 2010-03-07 .
19. ^ "Buzz Out Loud Podcast 1179: The guy who makes OK Go go". CNET. 2010-03-05. Archived from the original on 2011-07-08. Retrieved 2010-03-07 .
20. ^ "Hidden cuts in OK Go - This Besides Shall Pass RGM Version Music Video". 2010-03-03. Retrieved 2010-10-22 .
21. ^ Hare, Breeanna (2010-03-sixteen). "Who killed the music video star?". CNN . Retrieved 2010-03-17 .
22. ^ ^{a b} Ryan, Larry (2010-03-30). "Viral video: The rebirth of the music video". The Independent . Retrieved 2010-04-01 .
23. ^ ^{a b} Sessa, Sam (2010-05-07). "OK Go sets out on its own". Baltimore Sun. Archived from the original on 17 January 2013. Retrieved 2010-05-05 .
24. ^ "125 YouTube videos shortlisted for Guggenheims". Associated Press. 2010-09-22. Retrieved 2010-09-22 .
25. ^ Weingarten, Christopher (2010-03-18). "OK Become detect more viral success – but not real success". The Guardian . Retrieved 2010-03-24 .
26. ^ White, Shelley (2010-04-22). "OK Go Say Cyberspace Saved the Video Star". Spinner. AOL. Retrieved 2010-04-29 .
27. ^ "14th Annual Webby Special Achievement Accolade Winners". Webby Awards. 2010-05-04. Archived from the original on 2013-04-04. Retrieved 2010-05-04 .
28. ^ "OK Get win video of twelvemonth accolade". The Daily Telegraph. 2010-10-13. Retrieved 2010-ten-13 .
29. ^ "OK Go Nautical chart History". Billboard. 2010-05-29. Retrieved 2010-07-15 .
30. ^ ^{a b} Salter, Chuck (2011-01-12). "Syyn Labs'southward League of Extraordinary Nerds". Fast Company . Retrieved 2011-01-12 .
31. ^ Itzkoff, David (2010-04-thirty). "Welcome to The Colbert Machine". New York Times . Retrieved 2010-04-30 .
32. ^ "Tiptop 30 Videos of 2010: ten – 1!". Yes, We've Got a Video! . Retrieved 2012-03-nineteen .
33. ^ Kulash, Damien Jr. (2010-02-19). "WhoseTube?". New York Times . Retrieved 2010-03-03 .
34. ^ Kreps, Daniel (2010-02-22). "OK Go Explain Viral Video Woes in "New York Times" Op-Ed". Rolling Rock. Archived from the original on Feb 26, 2010. Retrieved 2010-03-03 .
35. ^ Browne, David (2010-02-02). "OK Get Struggle With Label'south Rules Banning Embedded Video". Rolling Stone. Archived from the original on Feb iv, 2010. Retrieved 2010-03-03 .
36. ^ Lloyd, Jonathan (2010-03-02). "Science Rocks: OK Become Unleashes Rube Goldberg Machine". KNBC . Retrieved 2010-03-03 .
37. ^ Walters, Helen (2010-03-03). "Within the OK Go / State Farm Deal". Business Week . Retrieved 2010-03-24 .
38. ^ ^{a b} Williams, Chris (2010-04-25). "World of Wonder". New York Magazine . Retrieved 2010-04-29 .
39. ^ Johnson, Steve (2010-03-16). "OK Go goes independent". Chicago Tribune. Archived from the original on 2010-03-23. Retrieved 2010-03-16 .
40. ^ "OK Go – This Too Shall Laissez passer". ARIA Top 50 Singles.
41. ^ "OK Get Chart History (Culling Airplay)". Billboard. Retrieved eight April 2015.

External links [edit]

• The first video (Marching Band) on YouTube
• The official video ("RGM Version") on YouTube
• "Making Of TTSP" series on YouTube: #1, #two, #3, #four
• "Music and Machines: OK Get'due south Rube Goldberg Inspired Automobile" past Adam Sadowsky, Syyn Labs; Ignite Event, March 3, 2010
• Interactive flooring plan for the Rube Goldberg Auto from Ok Go (Wink)
• The Syyn Labs web site

sandauntrand.blogspot.com

Source: https://en.wikipedia.org/wiki/This_Too_Shall_Pass_(OK_Go_song)

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