For more than twenty years, OK Go frontman Damian Kulash has redefined what it means to merge music with visual art. The band, best known for their wildly creative and often physics-defying music videos, has become a benchmark for viral success—long before going “viral” became the norm. From choreographed treadmill routines to high-concept, single-take stunts, OK Go has consistently pushed the boundaries of what a music video can be.
Their breakthrough came in 2006 with the Grammy-winning video for “Here It Goes Again,” where the band performed an intricately timed routine using gym treadmills. The video became a viral phenomenon, viewed by tens of millions and shared globally—establishing OK Go as visual storytellers as much as musicians. For Kulash, the video’s success wasn’t just a fluke—it was the result of a mindset centered on experimentation and imaginative risk-taking.
Kulash recently spoke about the band’s evolution, noting that their creative process has always involved reimagining familiar concepts in entirely new forms. “We try to surround ourselves with things that feel unrelated—images, sounds, textures—because creativity comes when old ideas crash into new contexts,” he explained.
That ethos has produced some of the most talked-about videos of the digital age. “Needing/Getting” featured the band driving a car outfitted with mechanical arms to play instruments set along a desert course. “The One Moment,” another viral hit, was filmed in just over four seconds but played back in ultra-slow motion to reveal a dazzling cascade of perfectly timed events.
In January 2025, OK Go continued their legacy with “A Stone Only Rolls Downhill,” a video simultaneously played across 64 iPhones, once again proving their ability to blend technology with emotion and spectacle.
Despite the complexity behind their work, Kulash insists that limitations often serve as their biggest inspiration. “Constraints force you to be clever. That’s where the magic lives,” he said.
With a fifth studio album on the horizon, OK Go shows no signs of slowing down. Kulash and his bandmates remain committed to creating art that’s not only memorable but also meaningful—continuing to reshape how music is seen as much as how it’s heard.
