From a marketing perspective, I love that OK Go bootstrapped their "brand" with low-cost but highly original videos that spread via social media. They made it big but then decided to stay true to their origins and left their record label EMI. Now they are on their own with the motto "let's make awesome stuff and see where we can get the money later."
They are the poster child for those of us who believe in the shift to content marketing as evidenced by the nearly 24 million views of their latest music video "This too shall pass" (above), 130 million total video views, 481K twitter followers and 300K Facebook fans.
As an old boss used to say, "it's simple, it's just not easy," meaning that the concept of engaging customers via quality content is a no brainer, but it takes a lot of hard work to get it right. I'm not as creative as OK Go but I can at least try to kick-out a few posts here and there that engage my friends in the marketing community and hopefully help them in some small way.
For the full story on OK Go's philosophy read this Wall Street Journal article from December and be sure to watch the video interview halfway down the page.