Adam Sadowsky: How to engineer a viral music video

TL;DR

This content discusses the creation of a large and complicated machine for the music video "This Too Shall Pass" by OK Go.

Transcript

Hi there. I'm going to be talking a little bit about music, machines and life. Or, more specifically, what we learned from the creation of a very large and complicated machine for a music video. Some of you may recognize this image. This is the opening frame of the video that we created. We'll be showing the video at the end, but before we do, I wa... Read More

Key Insights

• 💃 The band OK Go wanted to create a music video featuring a Rube Goldberg machine, following their history of dancing with machines.
• ⚙️ The machine had to adhere to certain requirements, including being easily understood by viewers and syncing with the song's rhythm.
• 🔧 It took 85 takes and the destruction of two pianos and 10 televisions to complete the video, highlighting the challenges and complexity of building the machine.
• 🚧 Planning and flexibility were important in the process, as ideas and elements had to be adjusted or removed to fit timing and aesthetics.
• 🎥 Starting with reliable elements and putting them towards the end of the machine helped prevent the need for a full reset if something failed.
• 🔁 Life can be messy, but perseverance and the belief that "This Too Shall Pass" can lead to the elation of accomplishing difficult tasks.
• 🤝 Collaboration between the band OK Go and the engineers helped bring their vision to life in the music video.
• 🎶 The music video for "This Too Shall Pass" showcases the band's creativity and ability to combine music, machines, and choreography in an entertaining way.

Questions & Answers

Q: What did OK Go want for their music video?

OK Go wanted to build a Rube Goldberg machine that they could dance with and have it interact with the band members.

Q: What were the requirements for the Rube Goldberg machine in the music video?

The requirements for the machine included no magic, band integration, following the song feeling, utilizing the space, being messy, starting the music, maintaining synchronization, syncing to the rhythm, ending precisely on time, and using live audio from the machine.

Q: How many takes did it take to film the machine successfully?

It took 85 takes to film the machine successfully. Only three of those takes completed the entire run of the machine.

Q: What were some of the challenges faced during the creation of the machine?

Some of the challenges faced during the creation of the machine included the small and delicate parts being susceptible to factors like humidity and dust, the need for careful planning and flexibility, and the importance of putting reliable components last in order to avoid having to reset the whole machine.

Q: How did the creators feel after completing the machine?

After completing the machine, the creators felt a sense of wonderful elation. They had spent months in a tiny, cold warehouse working on the project and were relieved and proud to have finished it.

Summary & Key Takeaways

• OK Go wanted to create a Rube Goldberg machine for their music video "This Too Shall Pass" that would integrate with the band and follow the song's emotions.

• The machine had 89 interactions, took 85 takes to film, and only three successfully completed the run.

• Small details were important but also challenging, and planning and flexibility were necessary in creating the machine. Life can be messy, but "this too shall pass."