Rock band OK Go has done it again, creating an incredible viral Web video for their latest single "This Too Shall Pass."
The video (www.youtube.com/watch?v=qybUFnY7Y8w) features an incredibly intricate Rube Goldberg machine -- a device that performs a complicated series of maneuvers in a chain reaction.
This isn't the first time the American band has made headlines for an innovative made-for-the-Web music video.
OK Go's 2006 music video for "Here it Goes Again," featuring treadmill choreography, has been seen almost 50 million times and is the No. 41 most-watched video on YouTube ever.
OK Go frontman Damian Kulash Jr. took to the op-ed page of the New York Times in February with a stunning admonishment of his record label, EMI, for removing the ability for YouTube users to embed the video on their websites.
Kulash credited the treadmill video's viral nature to the band's success.
"It brought big crowds to our concerts on five continents, and by the time we returned to the studio, 700 shows, one Grammy and nearly three years later, EMI's ledger had a black number in our column," he wrote in the Times.
But when EMI decided it wanted to allow only streams of the band's videos it could serve ads against, the record label yanked the ability to embed the video elsewhere.
"The numbers are shocking: When EMI disabled the embedding feature, views of our treadmill video dropped 90 percent, from about 10,000 per day to just over 1,000," Kulash wrote. "Our last royalty statement from the label, which covered six months of streams, shows a whopping $27.77 credit to our account."
It appears Kulash's plea worked, in a fashion. The band announced last week that it had parted ways with EMI to form its own label.
The band's video for "This Too Shall Pass" can be embedded at will and has been seen nearly 9 million times since its release.