OK Go

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.

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

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

• Independent rock band
• Music video production
• Music album releases
• Live concert touring
• Branded content creation

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. 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.
2. 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.
3. Streaming & Digital Downloads: Music available on all major streaming platforms (YouTube, Spotify, SoundCloud, iTunes, Amazon), generating streaming royalties and digital sales.
4. 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.
5. 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.
6. 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

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core 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

Named customers10 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

20 partnerships are on record, tiered core and minor.

• Lucas ZanottocoreStrategic or Co-development Partner · 16 September 2025Collaborated 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 AndersoncoreStrategic or Co-development Partner · 16 September 2025Co-animator on the open-source 'Impulse Purchase' music video project.
• Blender StudiocoreTechnology or Integration · 16 September 2025Partnered 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)coreStrategic or Co-development Partner · 19 April 2018Collaborated on Lambchild Superstar VR experience in partnership with Within and Oculus, a shared-VR experience released as a collaborative creative project.
• Pilobolus Dance TroupecoreStrategic or Co-development PartnerLongtime collaborators on music videos including 'All Is Not Lost', combining OK Go's music with Pilobolus's innovative dance choreography.
• Trish SiecoreStrategic or Co-development PartnerOK Go's longtime choreographer and collaborator who directed and choreographed videos including 'White Knuckles' and 'Skyscrapers'.
• NASA & Jet Propulsion LaboratorycoreStrategic or Co-development PartnerOK Go enlisted NASA and JPL scientists for creative engineering projects, including an experiment that encoded their music on actual strands of DNA.
• MIT Media LabcoreStrategic or Co-development PartnerCollaborated with MIT Media Lab students for innovative music video projects.
• The MuppetsminorStrategic or Co-development PartnerOK Go created a video with Kermit the Frog and appeared on the Muppets tribute album.
• Perfume (Japanese band)minorStrategic or Co-development PartnerCollaboration on song 'I Don't Understand You' for the Sushi Police anime series.
• Moritz Waldemeyer (Designer)coreStrategic or Co-development PartnerDesigned LED jackets for OK Go's stage show and customized Gibson guitars with laser lights and FENDI materials for Design Miami/ performance.
• FENDIcoreGTM or Marketing PartnerLuxury fashion brand collaborated with OK Go and designer Moritz Waldemeyer for a groundbreaking design performance at Design Miami/. Custom guitars featured FENDI materials.
• Range RovercoreGTM or Marketing PartnerRange 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.
• ASUScoreGTM or Marketing PartnerDamian directed the ASUS ZenFone 5 commercial featuring OK Go's song 'I'm Not Through' with dancer Ian Eastwood.
• ChevroletcoreGTM or Marketing PartnerOK Go created the 'Needing/Getting' music video for the Chevy Sonic, premiering during Super Bowl 2012.
• Red Star MacallineminorGTM or Marketing PartnerOK Go created a commercial for the Chinese furniture company Red Star Macalline.
• Mercedes-BenzminorGTM or Marketing PartnerDamian collaborated with Mercedes-Benz EQ to create a piece of art for their campaign.
• Samsung NX100 iFnminorGTM or Marketing PartnerOK Go created the 'Last Leaf' video in partnership with Samsung NX100 iFn.
• Morton SaltcoreGTM or Marketing PartnerPartner for 'The One Moment' music video, where Morton Salt's iconic yellow umbrella played a key role in the elaborate Rube Goldberg machine.
• ParacadutecoreOthersOK 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

Broad 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

• Xx.com/okgo
• YouTubeyoutube.com/okgo
• Facebookfacebook.com/okgo
• Instagraminstagram.com/okgo
• TikToktiktok.com/@okgo
• LinkedInlinkedin.com/company/paracadute

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about OK Go