OK Go - Needing⧸Getting - Official Video

What this video is

Released on February 5, 2012, 'Needing/Getting' occupies a unique cultural inflection point: the moment when the viral music video format — pioneered by OK Go themselves with 'Here It Goes Again' (2006) — collided directly with Super Bowl advertising budgets and mainstream brand integration. Chevrolet's $500K–$1M sponsorship gave the band an unprecedented production scale while the band retained full creative…

Why it matters

A defining artifact of the early-2010s conceptual music video movement, 'Needing/Getting' extended OK Go's established legacy of single-concept practical-effects videos into the realm of large-scale kinetic sculpture and acoustic engineering. It directly inspired subsequent auto-integrated art…

The director

Damian Kulash Jr. is the lead vocalist and guitarist of OK Go, who has co-directed multiple music videos for the band. Brian L. Perkins is a music video director, longtime friend and former college bandmate of Kulash, who has directed other OK Go videos and…