OK Go Interviews Each Other About Their First Grammy Nomination and the Use of AI in Their Music Videos
It’s been over a decade since OK Go took the world by storm with their viral music video for “Here It Goes Again,” which featured the band performing a choreographed routine on treadmills. The video not only became an instant hit, but it also won the band their first Grammy for Best Music Video in 2006. Now, the band is back in the spotlight with a new Grammy nomination for their latest music video “Love.” In the midst of their excitement and anticipation, OK Go sat down with Billboard for an exclusive interview, where they discussed their journey since their last Grammy win and their thoughts on using AI in their music videos.
Billboard: Congratulations on your Grammy nomination for Best Music Video for “Love.” How does it feel to be back in the running for a Grammy after 13 years?
Damian Kulash: Thank you! It’s an incredible feeling to be recognized by the Recording Academy once again. It’s been a long journey since our last win, and we are grateful for this nomination. It’s a reminder that our hard work and creativity are still being appreciated by our fans and the industry.
Billboard: “Here It Goes Again” was a game-changer for music videos, and it’s still remembered and referenced today. How does it feel to have such a lasting impact on the industry?
Tim Nordwind: It’s surreal to think that a simple music video we made in our backyard has become such a defining moment in our career. We never expected it to be such a hit, and we definitely didn’t anticipate it to have such a lasting impact. It’s an honor to be part of music video history, and we hope to continue pushing the boundaries with our future videos.
Billboard: Your latest music video “Love” is another visual masterpiece. Can you tell us about the concept behind it?
Andy Ross: “Love” is a song about the power of love and how it can overcome any obstacle. We wanted the music video to reflect that message, so we came up with the idea of using AI to create a constantly evolving and unique visual experience for each viewer. The AI technology analyzes the viewer’s facial expressions and movements and creates a customized video for them. It’s a way to show that love is personal and different for everyone.
Billboard: This is the first time you have used AI in one of your music videos. How was the experience?
Dan Konopka: It was a challenging but exciting experience. We have always been fascinated by technology and its potential in the music industry. Using AI in our music video was a way for us to explore new possibilities and create something truly unique. We worked closely with a team of AI experts to bring our vision to life, and we are thrilled with the result.
Billboard: Do you think AI will become a common tool in the creation of music videos in the future?
Damian Kulash: Absolutely. We believe that technology, including AI, will continue to play a significant role in the music industry. It opens up endless possibilities for artists to create and connect with their audience in new and innovative ways. We are excited to see how AI will be used in music videos in the future.
Billboard: Your music videos are known for their creativity and intricate choreography. How do you come up with these ideas?
Tim Nordwind: It’s a collaborative effort between all of us. We are always bouncing ideas off each other and challenging ourselves to think outside the box. We also draw inspiration from everyday life, movies, and other art forms. It’s all about taking risks and having fun with it.
Billboard: What can fans expect from OK Go in the future?
Andy Ross: We are constantly working on new music and exploring different mediums to showcase our creativity. We have some exciting projects in the works, and we can’t wait to share them with our fans. We also hope to continue pushing the boundaries and challenging ourselves with each new release.
Billboard: Lastly, what does the Grammy nomination mean to you as a band?
Dan Konopka: It’s a validation of our hard work and a reminder that we are on the right path. We are grateful for the recognition and the opportunity to be part of such a prestigious event. Whether we win or not, we are just happy to be nominated and to have our music appreciated by the industry.
