OK Go's latest video: 18 hours of dancing, 192 hours of timelapse, and 1 million frames
The masters of viral music video blockbusters, OK Go recently released their latest video for “End Love,” directed by Jeff Lieberman and Eric Gunther, which is already rapidly approaching 1 million views on YouTube. Lieberman explains:
The fastest we go is 172,800x, compressing 24 hours of real time into a blazing 1/2 second. The slowest is 1/32x speed, stretching a mere 1/2 second of real time into a whopping 16 seconds. This gives us a fastest to slowest ratio of 5.5 million. If you like averages, the average speed up factor of the band dancing is 270x. In total we shot 18 hours of the band dancing and 192 hours of LA skyline timelapse – over a million frames of video – and compressed it all down to 4 minutes and 30 seconds! Oh and don’t forget, it’s one continuous camera shot.
Their previous music video featuring a complicated Rube Goldbergesque contraption has 14.3 million YouTube views and counting since March 2010. Earlier this year the lead singer Danian Kulash penned an op-ed in the New York Times explaining the disconnect between their band’s online success in today’s “age of the viral video” versus the record industry’s traditional strategy, such as their contrarian position to (obvious) permitting enabling of online videos. Kulash argues:
Viral content doesn’t spread just from primary sources like YouTube or Flickr. Blogs, Web sites and video aggregators serve as cultural curators, daily collecting the items that will interest their audiences the most. By ignoring the power of these tastemakers, our record company is cutting off its nose to spite its face.
The numbers are shocking: When EMI disabled the embedding feature, views of our treadmill video dropped 90 percent, from about 10,000 per day to just over 1,000. Our last royalty statement from the label, which covered six months of streams, shows a whopping $27.77 credit to our account.
A month later, in March the band parted ways with their label EMI.