OK GO VIDEO NOMINATED FOR A GRAMMY, HERE IT GOES AGAIN…

The video OK Go’s “Here It Goes Again” is up for Grammy consideration, but the homemade video has already has reached groundbreaking proportions.

The video for OK Go’s “Here It Goes Again” has been nominated for a Grammy in the Best Short Form Video category. It takes on clips by The Killers, Big And Rich, Red Hot Chili Peppers, and Underoath.

While the video may have the public’s vote, the award is voted on by peers in the industry. The low-budget clip that became an internet sensation before it hit the mainstream could be interpreted as dangerous by music industry hard liners. We asked vocalist Damian Kulash if their grassroots video signaled a sea change for major labels.

“It’s so easy to look at this thing and come up with a long list of questions about marketing and viral communities and the internet and everything and the way everything is changing. It does say a lot about all that. The truth is this is something that we made because we wanted to. We were just really lucky that my sister had this great idea to do this dance on treadmills, and then we had a week off which we could actually do the whole thing and that didn’t cost too much money. We didn’t have to involve our label or all the sort of middle men between us and our fans. Basically, every musician winds up in a band because they want to make cool stuff, they want to make cool stuff.”

Kulash said that it’s nice that creativity can break through with alternate distribution.

OK Go continues their string of appearances hitting Last Call with Carson Daly on December 15 and Jimmy Kimmel Live on December 21. Those who share Kulash’s stylish enthusiasm for ties can pick up limited edition OK Go ties on eBay. There will be another shipment after the first run of 65 sold out at the A Fine Tooth store on the site. We’ll keep you posted if and when more ties become available.