OK Go helped invent the viral video. 20 years later, virality has changed

OK Go changed the landscape of music videos with their DIY approach, starting with 'A Million Ways' in 2005. Their blend of simplistic yet engaging choreography captured millions, leading to acclaimed videos like 'Here It Goes Again.' Despite the evolution of platforms like TikTok and algorithms dominating visibility, the band continues to innovate with their latest one-shot video 'Love.' Band members reflect on the intersection of art and algorithmic influence, criticizing the current trends while celebrating their roots in creativity.

On a spring afternoon in 2005, the members of OK Go dressed up in tacky suits, gathered in front of a video camera and awkwardly danced their way into history.

Twenty years after 'A Million Ways,' the mechanics of cultural connection have transformed again thanks to social media and TikTok, where what you encounter as you scroll is guided by the invisible hand of data analysis.

Read at Los Angeles Times