Rolling Stone has documented OK Go’s woes regarding viral video — their label’s new policy regarding embeddable clips has made it difficult to land another treadmill smash — but the crew hasn’t given up. The video for “This Too Shall Pass” from their latest disc Of the Blue Colour of the Sky will premiere Monday, March 1st, and it will indeed be embeddable. In the meantime, they’re offering up sneak peeks behind the high-concept clip in a series of outtake reels.
The premise for the new video? “Nerds + Rock Band.” The crew teamed up with physicists from Synn Labs — folks who work with a little organization called NASA — and big brains from MIT’s famous Media Lab to construct some sort of Rube Goldberg machine in a Los Angeles warehouse that measures two stories high. What the machine will do remains a question. But so far we know this: “I am a bigtime nerd lover and most of my friends are mega-geeks,” frontman Damian Kulash says.
Check back on March 1st for a second video that’ll lead you to the full clip.