Almost a decade ago, OK Go posted online a goofy, one-take video of the band dancing on treadmills.
That viral sensation helped to re-invigorate the music video world while giving a big boost to a fledgling video streaming site called YouTube.
Since then, the band has used YouTube to feature a series of increasingly ambitious videos to develop a global audience.
So it was quite a shock yesterday when the band debuted its new video…on Facebook.
In an interview with AdWeek, lead singer Damin Kulash explained: “With each video, we’re trying to find a new creative challenge for ourselves, and the launches feel the same way.
The stars aligned with Facebook this time, and we were excited to try something new.
While likely symbolic rather than decisive, the shift by the band reflects the growing momentum of Facebook video and the growing intensity of the rivalry with YouTube.