Video Militia

Ok Go just upped their own anty on one-off videos by building a massive Rube Goldberg machine... and paying for it with corporate sponsorship. The video, directed by James Frost (noted for his Radiohead "House of Cards" video), was shot in an Echo Park warehouse and reportedly took 60 takes to get a perfect cycle.

On a side note:
We would love to see a foundation like Canada's MuchFACT created in the US to support the future of music video. We think it's an important aspect of promotion for new and established acts, as well as for the development of emerging directors, that should not die with the demise of MTV. This video, and the rapid-fire transmission of it around the Internet, proves the importance of the medium. We hope State Farm Insurance and other sponsors would see the importance of establishing such a foundation.