Editing OK Go (section)

===''Of the Blue Colour of the Sky'' (2008–2012)===
{{Main|Of the Blue Colour of the Sky}}
On October 12, 2008, OK Go announced that the members had finished writing new songs for its third album and were in the studios in upstate New York with producer [[Dave Fridmann]] ([[the Flaming Lips]], [[MGMT]]).<ref name="3rd album announcement">{{cite web | url= http://www.okgo.net/news.aspx?StartingDate=10-12-08#11977 | archive-url= https://web.archive.org/web/20090113091144/http://www.okgo.net/news.aspx?StartingDate=10-12-08#11977 | url-status= dead | archive-date= January 13, 2009 | title= The Rock is Cooking | work= News | publisher= OK Go | date= October 12, 2008 | access-date= October 15, 2008 }}</ref> The band previewed its third album, titled ''[[Of the Blue Colour of the Sky]]'', with several dates on the U.S. East Coast, starting in [[Philadelphia]] on March 6, 2009, at the TLA Theatre. The name of the album comes from a pseudo-scientific book written by [[Augustus Pleasonton]] in 1876 entitled ''The Influence of the Blue Ray of the Sunlight and of the Blue Colour of the Sky''. The members of the band have said that these songs are the "danciest, most anthemic, most heartbroken, and honest songs" of their career, and the album itself takes a much more funky, dance-prone, yet melancholy sound to it, drawing influence from [[Prince (musician)|Prince]]. On May 7, 2009, a song from the album, titled "Skyscrapers," was released for streaming online.<ref>{{cite magazine |url=http://music-mix.ew.com/2009/05/ok-go-skyscrape.html |date=May 7, 2009 |access-date=May 9, 2009 |title=OK Go's Damian Kulash talks new album, plus exclusive stream of 'Skyscrapers' | last= Pastorek |first=Whitney |magazine=Entertainment Weekly}}</ref> The first single, "[[WTF? (song)|WTF?]]", was released on November 17, 2009. On January 8, 2010, OK Go appeared on ''[[The Tonight Show with Conan O'Brien]]'' and performed a song from the album, "[[This Too Shall Pass (OK Go song)|This Too Shall Pass]]". ''Of the Blue Colour of the Sky'' was released on January 12, 2010.<ref name="Shooting the Moon with OK Go">{{cite news | url=http://livinthelimelight.typepad.com/home/2010/01/okgo.html | title= Shooting the Moon with OK Go | publisher=LivInTheLimelight | access-date=January 13, 2010}}</ref>

After the first two videos for ''Of the Blue Colour of the Sky'' were posted to YouTube in 2009, the band was quickly met with complaints from fans who were only able to view them on YouTube. In response, Kulash posted a long letter on the band's website explaining the record label's policies. The letter itself went viral,<ref>{{cite news|last=Fletcher|first=Dan|title=OK Go: Did the Music Biz Kill a Viral Video Star?|url=http://www.time.com/time/arts/article/0,8599,1956309,00.html|archive-url=https://web.archive.org/web/20100128200210/http://www.time.com/time/arts/article/0,8599,1956309,00.html|url-status=dead|archive-date=January 28, 2010|work=Time Magazine|access-date=June 17, 2013|date=January 25, 2010}}</ref> after being reprinted in Gizmodo,<ref>{{cite web|last=Kulash|first=Damian|title=Open Letter From OK Go, Regarding Non-Embeddable YouTube Videos|url=https://gizmodo.com/5453042/open-letter-from-ok-go-regarding-non+embeddable-youtube-videos|work=Gizmodo|date=January 20, 2010 |access-date=June 17, 2013}}</ref> cited as "required reading" on BoingBoing,<ref>{{cite web|last=Doctorow|first=Cory|title=OK Go explains the screwed-up state of the music industry|url=http://boingboing.net/2010/01/20/ok-go-explains-the-s.html|work=boingboing|date=January 20, 2010|access-date=June 17, 2013}}</ref> and excerpted on many other websites. At the end of the letter, Kulash included embed codes for the band's most recent video in direct opposition to the desires of the label. On February 20, 2010, the ''New York Times'' printed an op-ed in which Kulash furthered the arguments he made in his open letter.<ref>{{cite news|last=Kulash|first=Damian|title=WhoseTube?|url=https://www.nytimes.com/2010/02/20/opinion/20kulash.html|access-date=June 17, 2013|newspaper=The New York Times|date=February 19, 2010}}</ref>

On March 9, 2010, the band uploaded a video to YouTube entitled "OK Go Announces new label," in which Kulash, accompanied by two dogs in neckties, announces the creation of [[Paracadute]].<ref name=billboard_cover /> On March 10, 2010, the band announced it had cut ties with [[EMI]] and [[Capitol Records|Capitol]] and formed the [[independent record label|independent label]] [[Paracadute]].<ref name="Billboard.biz">{{cite magazine|last=Peoples|first=Glenn|title=OK Go Splits With EMI|url=http://www.billboard.com/articles/news/959066/ok-go-splits-with-emi|magazine=Billboard|date=March 10, 2010|access-date=March 10, 2010}}</ref> The split became official on April 1, 2010. Paracadute then assumed ownership of the album, "Of the Blue Colour of the Sky", though the band's first two albums, "OK Go" and "Oh No" remained catalog items of EMI.<ref>{{cite journal|last1=Wood|first1=Mikael|title=Go Your Own Way: Groundbreaking YouTube Auteurs OK Go Part Ways with Their Longtime Record Label, EMI, and Set Sail in Uncharted Waters|journal=Billboard: The International Newsweekly of Music, Video and Home Entertainment|date=April 3, 2010|volume=122|issue=13|pages=21–23}}</ref> That night OK Go performed a single from its newly independent record on Late Night with Jimmy Kimmel.<ref name=rs_labelsplit>{{cite magazine|last=Daniel|first=Kreps|title=OK Go, EMI Split Days After Arrival of Video Hit "This Too Shall Pass"|url=https://www.rollingstone.com/music/news/ok-go-emi-split-days-after-arrival-of-video-hit-this-too-shall-pass-20100310|magazine=Rolling Stone|date=March 10, 2010|access-date=June 19, 2013}}</ref> Now charting its own destiny as an independent entity, the band has attempted to plot a new course for itself, as Kulash puts it: "We're trying to be a DIY [do-it-yourself] band in a post-major label world."<ref>{{cite book|title=Media & Culture: An Introduction To Mass Communication|year=2012|publisher=Beford / St. Martin's|isbn=978-0-312-64465-9|page=72|chapter-url=https://books.google.com/books?id=WuqjReIZ4TcC&q=%22ok+go%22+video&pg=PA72|edition=8|first1=Richard |last1=Campbell |first2=Christopher R. |last2=Martin |first3=Bettina |last3=Fabos |access-date=June 28, 2013|chapter=Sound Recording and Popular Music}}</ref>

The first wholly new release on the band's label Paracadute Recordings was ''180/365'',<ref>{{cite web|title=OK Go – 180/365 | type = album review|url =http://www.absolutepunk.net/showthread.php?t=2471312|work=AbsolutePunk|access-date=June 11, 2013}}</ref> a live album recorded over several shows in 2010, mixed by producer Fridmann, and released on June 21, 2011. The album title refers to the number of concerts the band played in the course of one year. A stream of the album premiered on the technology website [[Mashable]] before its official street date.<ref name="180/365/mashable">{{cite web |last=Erlich|first=Brenda|title=OK Go's New Album Premieres on Mashable|url=http://mashable.com/2011/06/20/ok-go-180-365/|work=Mashable|date=June 20, 2011| access-date =June 11, 2013}}</ref> To celebrate the release, the band printed and sold 200 signed copies of ''180/365: The Book'', a limited-edition book of tour photographs by Nathaniel Wood that was made available only to purchasers of the album.<ref>{{cite web|title=180/365: The Book | url =http://okgo.net/2011/06/15/180365-thebook/|work=OK Go News|publisher=okgo.net|access-date=June 11, 2013}}</ref> The album was sold digitally and on CD in six-panel eco-friendly "Tron Pack" packaging from Norway.<ref>{{cite web|title=180/365 Editorial Reviews|url=https://www.amazon.com/music/dp/B004X6J2YM |work= Amazon.com|access-date=June 11, 2013}}</ref>

In July 2012, the band partnered with [[Humble Bundle|the Humble Bundle]] for a pay-what-you-will release of the remix collection ''Twelve Remixes Of Four Songs'', alongside titles from [[MC Frontalot]], [[They Might Be Giants]], [[Christopher Tin]], [[Hitoshi Sakimoto]], and [[Jonathan Coulton]].<ref name=techdirthumble>{{cite web|title=180/365 Editorial Reviews|url=http://www.techdirt.com/articles/20120726/02494019838/humble-bundle-expands-beyond-video-games-offers-awesome-pay-what-you-want-music-package.shtml |work= techdirt.com|date=July 26, 2012 |access-date=July 29, 2013}}</ref>

The band's most successful example of its new business model was taking money from [[State Farm Insurance]], which was looking to tap into a younger audience by creating a piece of interesting digital content.<ref name=ttspbusinessweek>{{cite web|last=Walters |first=Helen |title=Inside the OK Go / State Farm Deal |url=http://www.businessweek.com/the_thread/brandnewday/archives/2010/03/ok_go_state_far.html |work=Bloomberg Businessweek |access-date=June 20, 2013 |url-status=dead |archive-url=https://web.archive.org/web/20130513235211/http://www.businessweek.com/the_thread/brandnewday/archives/2010/03/ok_go_state_far.html |archive-date=May 13, 2013 }}</ref> The band created a music video for "This Too Shall Pass", in which a toy truck with State Farm branding was used to start a large [[Rube Goldberg machine]] built in a warehouse.<ref name=fastcostst>{{cite web|last=Joe|first=Berkowitz|title=Behind OK Go's New Word-Focused App And Its Label-less Model For Success|url=http://www.fastcocreate.com/1682929/behind-ok-gos-new-word-focused-app-and-its-label-less-model-for-success|work=FastCo.Create|date=May 9, 2013|publisher=Fast Company |access-date=May 13, 2013}}</ref> Released on March 1, 2010, the video quickly went viral, with 1.4 million YouTube views in the first 48 hours<ref name=ttspbusinessweek/> and over 50 million total views {{As of|2016|02|lc=y}}.<ref name=rgmyoutube>Archived at [https://ghostarchive.org/varchive/youtube/20211211/qybUFnY7Y8w Ghostarchive]{{cbignore}} and the [https://web.archive.org/web/20100307165440/http://www.youtube.com/watch?v=qybUFnY7Y8w Wayback Machine]{{cbignore}}: {{cite web|title=This Too Shall Pass, Rube Goldberg Machine - Official Video|url=https://www.youtube.com/watch?v=qybUFnY7Y8w|publisher=YouTube|access-date=June 13, 2013}}{{cbignore}}</ref> Since that video, OK Go has employed a similar model in projects funded by [[Range Rover]],<ref>{{cite web|title=Range Rover goes viral with OK Go and their new geo-mapping app|date=November 18, 2010|url=https://thenextweb.com/socialmedia/2010/11/18/range-rover-goes-viral-with-ok-go-and-their-new-geo-mapping-app/|publisher=thenextweb.com |access-date=June 20, 2013}}</ref> [[Yahoo!|Yahoo]],<ref>{{cite web|title=OK Go Shakes The Roof For Yahoo! Bus Stop Derby Winners|url=http://music.yahoo.com/blogs/live/ok-go-shakes-the-roof-for-yahoo-bus-stop-derby-winners.html|publisher=Yahoo Music |access-date=June 20, 2013}}</ref> [[Cisco Systems|Cisco]],<ref name=sponsorship>{{cite web|title=Marketing Partnership Insights From OK Go Lead Singer Damian Kulash|url=http://www.sponsorship.com/iegsr/2010/12/06/Marketing-Partnership-Insights-From-OK-Go-Lead-Sin.aspx|publisher=sponsorship.com |access-date=June 20, 2013}}</ref> [[Samsung Electronics|Samsung]],<ref>{{cite web|title=OK Go collaborates with Samsung for new music video|date=November 10, 2010|url=http://www.digitaltrends.com/photography/ok-go-collaborates-with-samsung-for-new-music-video/|publisher=Digital Trends |access-date=June 20, 2013}}</ref> [[Google Chrome]],<ref>{{cite web|title=OK Go play with Chrome|url=http://chrome.blogspot.com/2011/07/ok-go-play-with-chrome.html | publisher= Official Google Chrome Blog|access-date=June 20, 2013}}</ref> [[Jose Cuervo]],<ref>{{cite web|title=Jose Cuervo, OK Go|url=http://www.contagiousmagazine.com/2011/11/jose_cuervo_ok_go.php|work=Contagious Magazine|access-date=June 20, 2013|url-status=dead|archive-url=https://web.archive.org/web/20130706113431/http://www.contagiousmagazine.com/2011/11/jose_cuervo_ok_go.php|archive-date=July 6, 2013}}</ref> and [[Chevrolet]].<ref>{{cite web|title=Is OK Go's Chevy-Sponsored Music Video One of the Best Product Placements Ever?|date=February 6, 2012|url=http://adage.com/article/special-report-super-bowl/triumphs-chevy-sponsored-music-video/232556/|publisher=AdAge |access-date=June 20, 2013}}</ref>