Corporate Commissions + Their Discontents
Perhaps the bloom is off that brand rose. Back in July of last year, the band OK Go's Damian Kulash said the following, as reported in adage.com:
"As a band it's a lot easier to work with brands and marketing agencies than record labels. Because record labels, they know what they want a band to be doing. They want a band to be making these very particular types of things. Whereas brands, generally, if you find the right relationships, they want the same things you do. What we want is maximum engagement with our fans."
One complicating factor, as OK Go has learned, is when those relationships aren't right. As macrumors.com, among others, is reporting, the band is now accusing Apple of using the idea behind one of its videos:
"Speaking to Bloomberg Businessweek, OK Go manager Andy Gershon claims the band met with Apple to discuss the concept for its music video in hopes that Apple would collaborate on the project. Apple declined, and OK Go made the video along with production company 1stAveMachine. Released in June 2014, the video won a Video Music Award for best visual effects and has accrued over 10 million views on YouTube. Following the talks between Apple and OK Go, Gershon claims Apple also hired 1stAveMachine and even employed the same director that worked with OK Go on its hit music video to produce the video for the company's iPhone launch event."
For comparison, here's OK Go's video:
And here's Apple's: