Damian Kulash — Artistic Integrity, Corporate Collaborations, and Making a Living
Damian Kulash — Artistic Integrity, Corporate Collaborations, and Making a Living
How do you create a viral video phenomenon to the tune of 150 million online viewers? "The simplest formula I can offer," says OK Go's Damian Kulash, "is to make something that makes people happy, gives them a sense of joy or wonder or surprise." The hugely popular self-made music videos created by Kulash and his L.A.-based band, OK Go, accomplish that, without a doubt, but they represent something more than catchy power-pop exuberance. OK Go's stratospheric success, both as You Tube sensations and as critically lauded live performers and recording artists, represents an epoch-defining shift in the way music and music videosÑwhich together constitute one of the most visceral kinds of storytellingÑare made. In this film, Kulash gives a firsthand account of how he and the other members of OK Go have jettisoned major-label support and enlisted corporate sponsorship to get their own stories told, in precisely the way they want to tell them. What they've discovered, says Kulash, is that the parameters of corporate collaborations, if established correctly with the brands, is not an artistic constraint and can actually promote creativity.
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