OK Go "Here It Goes Again" (the treadmill video)

"Here It Goes Again" was the fifth single from OK Go's second album, Oh No (2005), a three-minute Damian Kulash rock song. On its own it would have been a modest hit. The video made it a landmark. The band had already gone viral once, with a dance routine for "A Million Ways," and Kulash's sister, the choreographer Trish Sie, had an idea for the follow-up: eight treadmills in two rows of four, running in alternating directions, and a dance performed across them in a single unbroken take. They shot it in her home in Orlando, Florida, between tour stops, after two or three days of practice; it took 17 attempts. Bassist Tim Nordwind lip-syncs the lead vocal, as in the earlier video.

The band did not tell its managers or Capitol Records, figuring they would be refused if they admitted to pausing a tour and spending $4,000 on it. Then the finished video sat on Kulash's laptop for at least a year, because the band worried about being typecast as a goofy dancing act. Their webmaster finally suggested YouTube, which was just beginning to take off as a video-sharing site. It went up on July 31, 2006, premiered the same day on VH1's Top 20 Countdown, and became a staple of the young platform; Entertainment Weekly put it at number nine on its Must List that August, and the band performed the routine live at the 2006 MTV Video Music Awards.

The song debuted at number 87 on the Billboard Hot 100 in September 2006, peaked at 38 the following week and stayed 20 weeks on the chart, OK Go's only Hot 100 entry until "I Won't Let You Down" in 2014; it also reached 36 in the UK. The video won the Grammy for Best Short Form Music Video in 2007 and a YouTube Award for Most Creative Video, and in 2011 Time named it one of the 30 all-time best music videos. The official upload has passed 69 million views. OK Go went on to build a career on elaborate single-take videos, but this is the one that proved a band could do it on YouTube.