Design Better Podcast Summary
Episode: Rewind: OK Go: Making the Impossible Possible
Release Date: April 16, 2025
Host/Author: The Curiosity Department, LLC
Guests: Damian Kulash and Tim Nakashi of OK Go
Introduction
In this special episode of Design Better, co-hosts Eli Woolery and Aaron Walter revisit a beloved 2023 conversation with OK Go members Damian Kulash and Tim Nakashi. Recognized for their innovative and visually stunning music videos, OK Go shares insights into their creative processes, collaboration techniques, and unique business models that have enabled them to achieve what many consider impossible in the realm of music and performance art.
Band Origins and Early Success
Tim Nakashi and Damian Kulash founded OK Go in 1998 after meeting at summer camp as preteens searching for a fellow creative enthusiast. Over nearly three decades, they have produced three Grammy-nominated music videos, including the iconic treadmill dance featured in "Here It Goes Again."
“Tim and Damian had kind of a special relationship that helped foster what they do.”
– Aaron Walter [46:48]
Damian Kulash reflects on their journey from forming the band to achieving overnight success:
“It was such a fast and weird ride that it just felt reactive until, like, it was amazing.”
– Damian Kulash [06:26]
The Creative Process: Balancing Discovery and Focus
OK Go's approach to creativity emphasizes balancing broad exploration with focused execution. Damian Kulash describes their creative philosophy as seeking ideas that "don't know how to make a formula out of," ensuring each project remains fresh and emotionally resonant.
“The one thing that's ever going to work is the thing that you don't know how to make a formula out of. It's right at the edge of what you're looking for.”
– Damian Kulash [00:24]
When tackling complex projects like the zero-G video for "Upside Down and Inside Out," the band meticulously plans and tests ideas through multiple flights to perfect their choreography and execution.
“We could afford 20 flights in this plane, let's break it up into thirds. We'll do six flights of pure testing…”
– Damian Kulash [28:10]
Collaboration and Community: The Heart of Innovation
OK Go thrives on collaboration, valuing the expertise of others to elevate their projects. They celebrate community involvement, ensuring that every collaborator contributes to the final masterpiece without claiming undue credit.
“You're just sort of honored to be let into the room. And so celebrating the community has seemed obvious from the beginning.”
– Damian Kulash [17:46]
Their collaborations extend beyond traditional roles, working with scientists, dancers, and other creatives to bring their visionary ideas to life.
Business Models and Sponsorships: Reinventing the Music Industry
Transitioning away from the traditional music industry, OK Go has pioneered a multi-stream revenue model by partnering directly with brands. This strategy allows them to retain artistic control while funding their elaborate projects.
“We decided to work directly with brands... this was the only way to do it.”
– Damian Kulash [34:36]
Notable partnerships with companies like Google, State Farm, and Morton Salt have enabled OK Go to produce groundbreaking videos without relying solely on touring or merchandising.
“We were very lucky in that respect. It's hard to recreate when we're asked like, how do you do this?”
– Damian Kulash [38:15]
The Role of Play and Discovery in Creativity
Playfulness is integral to OK Go's creative ethos. Engaging in exploratory testing and embracing the unknown allows them to discover innovative solutions and unexpected artistry.
“A lot of play.”
– Damian Kulash [32:44]
This playful approach was evident in their zero-G video production, where experimentation during test flights led to the development of unique choreography that defied conventional performance norms.
Historical Inspiration and Staying Connected to Roots
OK Go draws inspiration from historical art forms and pioneers, integrating elements like Rube Goldberg machines and Busby Berkeley-style choreography into their modern works. This connection to the past enriches their creative output, blending nostalgia with innovation.
“Everything builds on the stuff before it,”
– Damian Kulash [25:49]
By referencing and reimagining classic techniques, they maintain a timeless quality in their work while pushing creative boundaries.
Emotional Drive and the Creative Mindset
Emotion plays a pivotal role in OK Go's creative process. Damian Kulash emphasizes that true creativity often stems from emotional impulses rather than purely rational decisions.
“Humans lead with our emotions, then our brains fill in and pretend they were in charge.”
– Damian Kulash [52:54]
Understanding the emotional underpinnings of creativity allows the band to produce work that resonates deeply with audiences, creating memorable and impactful experiences.
Future Projects and Expanding Horizons
Looking ahead, Damian Kulash discusses their collaboration on the film "Beanie Bubble," showcasing their versatility and ability to transcend their musical roots. The film integrates their signature visual style, emphasizing color themes and storytelling that reflect their artistic evolution.
“A lot of work went into that...”
– Damian Kulash [46:07]
This venture into filmmaking exemplifies their commitment to exploring new mediums and continuing their legacy of innovation.
Engaging with the Creative Community
The episode concludes with a demonstration of the creative game "Say the Same Thing," highlighting OK Go's playful interaction and the importance of adjacency in the creative process. This segment underscores the band's dedication to fostering a collaborative and dynamic creative environment.
“This is the creative process at work. We're watching it live.”
– Aaron Walter [42:44]
Notable Quotes
- Damian Kulash: “The one thing that's ever going to work is the thing that you don't know how to make a formula out of.” [00:24]
- Damian Kulash: “You have to work with the building blocks of things that will work and then combine them in surprising ways.” [51:25]
- Tim Nakashi: “This is like adjacency, where we're stuck so close to an idea that there's no middle point anymore.” [42:35]
Conclusion
This episode of Design Better offers a deep dive into the innovative world of OK Go, illustrating how their unique blend of creativity, collaboration, and adaptive business strategies has enabled them to redefine success in the music and performance art industries. Damian Kulash and Tim Nakashi's insights provide valuable lessons for creatives seeking to push the boundaries of their own work, making the impossible possible through ingenuity and community.
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To watch OK Go’s groundbreaking music videos and witness their creativity firsthand, visit OK Go's Official YouTube Channel.