In 2006, the state of the music video was bleak. MTV had all but abandoned the art form in favor of reality shows, and YouTube was still an Internet novelty. A year prior, dance-rock band OK Go had released a homemade video for its song “A Million Ways” that, thanks to a silly dance routine, quickly became a viral hit. For “Here It Goes Again,” the band decided to produce another choreographed video only this time, the dance would be on treadmills. The video was conceived and directed by front man Damian Kulash’s sister. Shot in one continuous take, it took the band 17 tries to get the treadmill dance right. This was one of the first truly viral videos, racking up more than 50 million views and earning OK Go a Grammy along the way.
Fun fact: The dance routine OK Go’s members perform in the video is actually a version of one they created for their 2002 song “C-C-C-Cinnamon Lips.”