OK Go making cool shit, just as declared
After reading all the latest stories about OK Go's contradictions with EMI (I'm sure you've heard a lot about it lately) and watching an alternative video for "This Too Shall Pass", which the band filmed after the label prohibited embedding the original one, I can't feel anything but even deeper admiration of the act.
In his November 2009 interview, posted on Dotted Music, OK Go singer Damian Kulash didn't seem to count on viral videos as the only and main promotional weapon, and most probably didn't know that YouTube would bring the band another boost of popularity just few months later. But that the band's "make cool shit" motto works despite anything.
A quote from that interview for your inspiration:
At the end day, make cool shit. It’s so ridiculously oversimplified. It’s true that YouTube is no longer outside of the box or cutting edge. It’s become the main medium for videos. People make their videos for YouTube now, not MTV.
...
Things are exciting. Thinking about it like, “I have a band and I need to figure out a clever marketing plan” – that will always fail. If you look at it like, “I have a band and I want to make cool shit” – if you’re really good at that, it will market itself.
