OK Go
OK Go is a four-member American rock band that monetizes award-winning, technically innovative music videos through its own Paracadute label, touring, merchandise, brand partnerships, and sync licensing, serving global music fans and educators via its OK Go Sandbox platform.
- Company typePrivate
- Founded1998
- HeadquartersLos Angeles, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What OK Go does
OK Go is a four-member American rock band formed in 1998 (Damian Kulash, Tim Nordwind, Dan Konopka, Andy Ross) that operates as an independent creative enterprise, generating revenue through a diversified mix of recorded music, touring, merchandise, brand partnerships, and sync licensing. The band self-releases music through its wholly-owned label Paracadute (established 2010 after departing EMI/Capitol Records), distributes via all major streaming platforms, operates a direct-to-consumer store at okgostore.com, and has toured 180 shows across five continents in a single year. Its core differentiator is the production of technically elaborate, award-winning music videos that function simultaneously as viral marketing, branded content vehicles, and creative R&D showcases.
The band's underlying technology stack centers on experimental video production methods including Rube Goldberg machine builds, parabolic zero-gravity airplane sequences, open-source animation via Blender's Geometry Nodes, GPS-tracked city-scale art projects, and creative experimentation such as encoding music onto DNA strands with NASA/JPL. It operates an educational platform (OK Go Sandbox) that extends its content into STEM classrooms, and has launched interactive experiences including a shared-VR project with Within and Oculus. Brand partnerships span automotive (Chevrolet, Mercedes-Benz, Range Rover), consumer electronics (ASUS, Samsung), and luxury/fashion (FENDI, Uniqlo, Banana Republic), typically structured as commercial content creation deals. Pricing is straightforward: a $50 double-LP vinyl for the 2025 album 'And the Adjacent Possible', tiered live-show ticketing with VIP packages, and standard streaming/digital retail.
OK Go firmographics
Firmographics- Name
- OK Go
- Legal name
- OK Go
- Website
- https://okgo.net
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- OK Go is a four-member American rock band that monetizes award-winning, technically innovative music videos through its own Paracadute label, touring, merchandise, brand partnerships, and sync licensing, serving global music fans and educators via its OK Go Sandbox platform.
- Ownership category
- akta.pro rank
OK Go industry classification
Industry- Product category
- Independent Music & Entertainment
- NAICS
- Musical Groups and Artists (71113), Music Publishers (512230)
- SIC
- Phonograph Records & Prerecorded Audio Tapes & Disks (3652)
- akta.pro primary industry
- Brand Partnerships & Music Placement Services (Non-Exclusive Brand Deals) (MPAIALAM)
- akta.pro secondary industries
- Sync Rights Representation (Pitching, Clearance, Negotiation) (MPAIABAF), Music Rights Administration & Royalty Processing (Admin, Accounting, Statements) (MPAIAKAD)
Keywords
Where OK Go is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
OK Go business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Live Performance/Touring: OK Go generates significant revenue through extensive touring, performing 180 shows over 365 days internationally. They sell tickets and VIP packages to concerts worldwide.
- Merchandise Sales: The band operates an online store (okgostore.com) selling music releases on vinyl and CD, t-shirts, posters, and limited edition items. New album 'And the Adjacent Possible' double LP priced at $50.
- Streaming & Digital Downloads: Music available on all major streaming platforms (YouTube, Spotify, SoundCloud, iTunes, Amazon), generating streaming royalties and digital sales.
- Brand Partnerships & Commercials: OK Go creates branded content for companies including Chevrolet (Sonic 'Needing/Getting' commercial), ASUS (ZenFone 5 commercial), Samsung NX100, Red Star Macalline (Chinese furniture), Mercedes-Benz, and Range Rover.
- Sync Licensing: OK Go music appears in films and soundtracks, including 'Twilight Saga: New Moon', '90210', and 'The Beanie Bubble'. They also contributed to Muppets tribute album.
- Record Label Operations: Paracadute, the band's own label, releases OK Go's catalog and has released music for outside artists like Lavender Diamond's 'Incorruptible Heart'.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | And the Adjacent Possible Double LP vinyl |
| One time/ perpetual license | Pay-as-you-go | VIP Concert Packages |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
OK Go product offering
Product offeringCore offering
OK Go is an independent rock band that creates and sells studio albums, music videos, live concert experiences, branded content for advertisers, and an educational platform (OK Go Sandbox). Through their own label Paracadute, they release vinyl and digital music, sell merchandise through okgostore.com, perform 180+ concerts per year worldwide, license songs for films/TV, and produce bespoke commercials and content for global brands.
Product overview
OK Go is a rock band known for their highly creative and technically innovative music videos. Their offerings include studio albums released under their own Paracadute label and previously under Capitol Records, educational content through OK Go Sandbox for science education, interactive experiences like the Lambchild Superstar VR project, and award-winning music videos that showcase creative engineering and visual storytelling.
Differentiator
Problem solved
Functional benefit
Products and services
- And the Adjacent Possible 2025 studio album on Paracadute label, released as a double LP and on streaming platforms, distributed globally to music consumers.
- Hungry Ghosts Fourth studio album released in 2014 on Paracadute, distributed in physical and digital formats.
- Of The Blue Colour Of The Sky Third studio album released in January 2010 on Capitol Records, produced by David Fridmann.
- Oh No Second studio album released in 2005, source of the Grammy-winning 'Here It Goes Again' video.
- OK Go (Debut Album) Self-titled debut studio album released September 17, 2002 on EMI/Capitol Records.
- Paracadute Record Label The band's wholly owned independent record label, established in 2010, which releases OK Go's catalog and supports outside artists including Lavender Diamond and PYYRAMIDS.
- OK Go Sandbox Online educational platform created by OK Go that provides teachers with behind-the-scenes content, experiments, and classroom materials tied to the band's music videos to teach science, physics, and creativity concepts.
- Lambchild Superstar VR Experience Shared virtual reality experience released in 2018 as a collaboration with Within and Oculus, distributed through VR platforms.
- Impulse Purchase Open-Source Animated Music Video Open-source animated music video for 'Impulse Purchase' created using Blender's Geometry Nodes software, released with downloadable source files for viewers to modify and remix.
- OK Go Merchandise Store Direct-to-consumer online store selling OK Go music releases on vinyl and CD, t-shirts, posters, and limited-edition merchandise.
Quantifiable outcome
- 21 Cannes Lions, 12 CLIOs, 3 VMAs, 2 Webbys, Smithsonian Ingenuity Award, Grammy Award (2007 for 'Here It Goes Again' music video)
- +2 more outcomes
Companies that use OK Go
Customer profileNamed customers10 records
Segments2 records
Ideal customer profiles3 records
OK Go technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
OK Go partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core and minor.
- Lucas ZanottocoreCollaborated with animator Lucas Zanotto on the open-source animated music video for 'Impulse Purchase', combining his cartoonish geometric characters with real-time motion capture of lead singer Damian Kulash's face, released using Blender's open-source Geometry Nodes software.
- Will AndersoncoreCo-animator on the open-source 'Impulse Purchase' music video project.
- Blender StudiocorePartnered with Blender Studio to create the 'Impulse Purchase' video using Blender's open-source Geometry Nodes software. The video was released as open-source, allowing viewers to download and modify the source files.
- Within (VR)coreCollaborated on Lambchild Superstar VR experience in partnership with Within and Oculus, a shared-VR experience released as a collaborative creative project.
- Pilobolus Dance TroupecoreLongtime collaborators on music videos including 'All Is Not Lost', combining OK Go's music with Pilobolus's innovative dance choreography.
- Trish SiecoreOK Go's longtime choreographer and collaborator who directed and choreographed videos including 'White Knuckles' and 'Skyscrapers'.
- NASA & Jet Propulsion LaboratorycoreOK Go enlisted NASA and JPL scientists for creative engineering projects, including an experiment that encoded their music on actual strands of DNA.
- MIT Media LabcoreCollaborated with MIT Media Lab students for innovative music video projects.
- The MuppetsminorOK Go created a video with Kermit the Frog and appeared on the Muppets tribute album.
- Perfume (Japanese band)minorCollaboration on song 'I Don't Understand You' for the Sushi Police anime series.
- Moritz Waldemeyer (Designer)coreDesigned LED jackets for OK Go's stage show and customized Gibson guitars with laser lights and FENDI materials for Design Miami/ performance.
- FENDIcoreLuxury fashion brand collaborated with OK Go and designer Moritz Waldemeyer for a groundbreaking design performance at Design Miami/. Custom guitars featured FENDI materials.
- Range RovercoreRange Rover's 'City Shapers Program' funded OK Go's GPS Parade project, using the Range Rover Evoque iPhone app to create a city-sized musical Etch-a-Sketch visualization.
- ASUScoreDamian directed the ASUS ZenFone 5 commercial featuring OK Go's song 'I'm Not Through' with dancer Ian Eastwood.
- ChevroletcoreOK Go created the 'Needing/Getting' music video for the Chevy Sonic, premiering during Super Bowl 2012.
- Red Star MacallineminorOK Go created a commercial for the Chinese furniture company Red Star Macalline.
- Mercedes-BenzminorDamian collaborated with Mercedes-Benz EQ to create a piece of art for their campaign.
- Samsung NX100 iFnminorOK Go created the 'Last Leaf' video in partnership with Samsung NX100 iFn.
- Morton SaltcorePartner for 'The One Moment' music video, where Morton Salt's iconic yellow umbrella played a key role in the elaborate Rube Goldberg machine.
- ParacadutecoreOK Go's own independent record label founded in 2010 after leaving EMI. Releases OK Go's catalog and supports other artists including Lavender Diamond.
Scale indicators5 records
Recent moves1 record
OK Go competitors and assessment
Company assessmentBroad incumbents
- Muse: Muse is a stadium-scale alternative rock band known for elaborate stage production and large commercial brand campaigns (similar to OK Go's premium creative production positioning) but operating at a far larger scale and with major-label backing.
- Imagine Dragons: Imagine Dragons is a much larger incumbent alt-rock band that monetizes at scale via brand partnerships (Xbox, Bacardi), major-label distribution, and arena touring — comparable business model to OK Go but at substantially higher volume.
Direct peers
- Gorillaz: Gorillaz is a virtual band built around innovative music videos, narrative world-building, and high-end brand collaborations (Samsung, G-Shock, etc.) — directly mirroring OK Go's model of premium branded music-video production and multi-platform storytelling.
- Arcade Fire: Arcade Fire is an indie-rock band known for ambitious, large-format live productions and self-directed visual narratives — comparable to OK Go in operating as a fully independent band with a festival-touring profile and high creative barriers to entry.
- Fall Out Boy: Fall Out Boy is an alt-rock band that monetizes heavily through touring, branded partnerships, and merchandise across a similarly sized four-member band structure with comparable long-tail catalog value.
- Sylvan Esso: Sylvan Esso is a small independent duo that built a self-releasing, multi-channel direct-to-fan operation combining live touring, electronic production, and creative video content — comparable to OK Go's lean team and Paracadute-style independent release strategy.
- Twenty One Pilots: Twenty One Pilots built a global fanbase through viral YouTube content, narrative video series, and integrated live touring — sharing OK Go's playbook of using innovative multimedia content to drive touring and merchandise revenue.
- Björk: Björk is renowned for pushing visual and technological boundaries in music video and live performance (VR, app-albums, generative visuals). Like OK Go, she independently releases, collaborates with scientists/NASA-adjacent projects, and treats each video as a creative-tech experiment.
- Walk the Moon: Walk the Moon is an indie-alternative band whose commercial break came through a viral, viral-video-native single ('Shut Up and Dance'), making it a structural peer to OK Go's 'Here It Goes Again' era viral-to-touring flywheel.
- The Flaming Lips: The Flaming Lips are a peer in elaborate, experientially ambitious music and live shows — space-bubble concerts, multi-format album releases — sharing OK Go's model of premium creative production as the brand differentiator.
Market position
Strengths5 records
Weaknesses5 records
Key risks6 records
Key highlights7 records
Customer concentration
OK Go social profiles
Digital presenceOK Go financial estimates
Financial estimateRevenue estimate
Valuation estimate
OK Go leadership team
Management profileNumber of profiles
Profiles4 records
OK Go subsidiaries and ownership
Company hierarchySubsidiaries1 record
OK Go funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
OK Go M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about OK Go
What does OK Go do?
OK Go is an independent rock band that creates and sells studio albums, music videos, live concert experiences, branded content for advertisers, and an educational platform (OK Go Sandbox). Through their own label Paracadute, they release vinyl and digital music, sell merchandise through okgostore.com, perform 180+ concerts per year worldwide, license songs for films/TV, and produce bespoke commercials and content for global brands.
Is OK Go a public or private company?
OK Go is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was OK Go founded?
OK Go was founded in 1998. It employs 1 to 10 people.
Where is OK Go based?
OK Go is headquartered in Los Angeles, United States, in the North America region.
How does OK Go make money?
Six revenue lines are on record. Live Performance/Touring is the primary driver. The others are merchandise Sales, streaming & Digital Downloads, brand Partnerships & Commercials, sync Licensing and record Label Operations.
Who are OK Go's main competitors?
Broad incumbents on record are Muse and Imagine Dragons. Direct peers are Gorillaz, Arcade Fire, Fall Out Boy, Sylvan Esso, Twenty One Pilots, Björk, Walk the Moon and The Flaming Lips.
Does OK Go have an API?
No public API is recorded for OK Go.
What industry is OK Go in?
OK Go's product category is Independent Music & Entertainment. Its primary akta.pro industry code is MPAIALAM, Brand Partnerships & Music Placement Services (Non-Exclusive Brand Deals), with a secondary code of MPAIABAF, Sync Rights Representation (Pitching, Clearance, Negotiation). Its NAICS code is 71113 and its SIC code is 3652.