LONDON (Hypebot) – After a public dust up with EMI over the label's refusal to allow viral embedding of their recent video, OK Go has exited EMI and will re-release their latest album "Of The Color of Blue Sky" on their own newly formed label Paracadute Recordings.
The usual polite reciprocal statements followed: “We’d like to thank the people at EMI Music who have worked so hard on our behalf,” said the band’s Damian Kulash. “We’ve really enjoyed our relationship with OK Go. They’ve always pushed creative boundaries and have broken new ground, particularly with their videos. We wish them the greatest success for the future," replied EMI.
OK Go may be particularly well suited to go the d.i.y. root. Their greatest successes have been fueled by new media and social networks, and their viral videos including the treadmill hit “Here It Goes Again” helped sell 200,000+ of a 2006 release. But the bottom has fallen out of music sales since; and their latest is stuck at 20,000. The band is betting that with the help of their fans, they can push this release further.