The internet has become the best platform for delivering music videos to untapped audiences and the success of these creative endeavors is defined by the number of plays they get on YouTube.

has led the online music video revolution since 2006, when the band’s infamous routine-on-treadmills video for their single “Here It Goes Again” went viral and became the most-seen video ever on YouTube with more than 50 million views to date. The LA-by-way-of-Chicago foursome’s 2010 third album, Of the Colour of the Sky, gave them another chance to get creative, and with a thinking cap full of ideas, they went to town, producing three back-to-back videos, including a pair of separate and distinct ones for the single, “This Too Shall Pass.” [All aforementioned videos + others featured after the jump.]

Of the Colour of the Sky is arguably one of the best albums this year (and without a doubt, the best album of the band’s career so far). You can tell they were rockin’ some Prince when they recorded the album; it’s very sexy and slinky, when it’s not strutting funky with discofied grooves, or marching heavy with electro-aggro dance moves. Of the Colour is also impeccably arranged and produced; it should be, with Dave Fridmann (Flaming Lips, MGMT) at the board.

OK Go bassist Tim Nordwind [pictured second from left] took a few minutes out of the band's busy tour schedule to talk to me discuss their departure from Capitol Records and working as free agents under their own label, their vibrant, highly imaginative music videos, and how the band translates what it does to the stage, among other things.

Leilani: How’s it going, how are ya doing?

OKGO: I’m doing well, I’m actually at 30 Rockefeller Plaza because we’re playing on the Jimmy Fallon Show tonight.

This article appears in May 5-11, 2010.