Since OK Go is a favorite topic at Coolfer, I had to post about the band's performance at Thursday night's MTV Video Music Awards. The "treadmill dance" that has been a huge hit on YouTube was performed to an enthusiastic audience (view clip here). Jose Antonio Vargas of The Washington Post called it a "quintessential MTV Video Music Awards moment." (Check Rolling Stone's interview with them after the performance.)

Beyond the fun of it all, OK Go's first and second YouTube hits are excellent case studies on DIY marketing, emerging technologies and the viral effects of online media. While YouTube alone might not be enough to make a band a household name, we're seeing that there are after effects: A high-profile performance on national television and the kind of press coverage that simply cannot be bought.

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