US alternative rock band, OK Go, have collaborated with Sony to create musical innovation.
OK Go aren’t shy when it comes to exploring new and original ways to get their music heard. The Grammy Award-winning four piece seem to understand how demanding the music industry is these days and how simply putting out music is not enough for the innovation-hungry consumer.
OK Go are somewhat renowned for collaborations with forward-thinking brands and businesses enabling them to stay at the forefront of their game. The band are currently partnering with Saatchi & Saatchi and Talenthouse for the annual Music Video Challenge which invites budding filmmakers to submit their representation of their new song I’m Not Through.
For their newest venture the band are currently in the Arctic Circle creating an audiovisual interpretation of the Northern Lights for a new collaborative advertising campaign with media giant Sony. The Northern Lights or the Aurora Borealis as it is also known is a natural light display in the sky caused by a collision of charged particles with atoms in high altitude atmospheres.
To capture the sound, the team are using Sony smartphones and tablets, ultrabooks, televisions and speakers as well as musical instruments including drums, synths and a Swedish string instrument called a Nyckelharpa. Band member Damian Kulash spoke to Wired about the experiment, ‘We are not making a typical video. We are really trying to set up instruments in strange sonic spaces and see what it sounds like,’ and when describing the lights themselves he added, ‘ they’re like someone had literally cracked a neon tube in the sky. It was this crazy green swirl of insanity.’
The complete video is expected to launch early May.