Despite the modest success of modern rock radio hit ‘Get Over It’ and major label marketing dollars behind it, Ok Go’s 2002 self-titled debut release failed to generate much buzz. Their sophomore effort ‘Oh No’, is chock-full of the same infectious pop hooks and sing-along choruses as the first. Suspecting a lack of label support for the new record, the band took it upon themselves to market their product, taking to the streets and more importantly to the web to get the word out. Their low-budget videos spread like the plague on sites like myspace and youtube, giving the band international exposure.
Turning buzz into bucks
With the power of the internet behind them, the band was invited to perform ‘Here We Go Again’ with treadmills in tow on The MTV Video Music Awards on August 31st. Since that performance, digital downloads and album sales have increased five-fold.