I think I’ve written more about Ok Go than any other ‘brand’. They really are remarkable when it comes to staying relevant and innovating. You probably remember when they burst onto the scene 5 years ago with their treadmill inspired film clip for ‘Here We Go Again’. Since then, they’ve produced a string of film clips, all as brilliant and experimental as their predecessors. And here’s their latest instalment.

So, how do they do it? One of the obvious points is over-commitment. Ok Go see themselves as a video band as much as a music band – and commit just as whole-heartedly to making stellar videos as stellar music. The other point is their natural passion and enthusiasm for the process – which eliminates potential problems like ‘the need to better the last one’.

Tim Nordwind, the bassist says “We make these videos ourselves, with our friends, because we enjoy making them — that’s why it takes us two months to make something as opposed to two days with most bands.”

This kind of attitude and approach caves the way for creativity and innovation. I highly doubt a better video would have been made if Ok Go were enforced by their label to top their last efforts and sell X more records. In today’s business world, KPI’s so rarely align with personal passions and motivations. Their singular focus on metrics and numbers is (in my view) often to blame for the incremental innovation we see all around us. It’s far easier to come up with breakthrough ideas when you’re on a long leash. Or, in the case of this video….no leash at all.