Idolator

Thanks to their treadmill-hopping video "Here It Goes Again," Chicago's OK Go have had a pretty good summer: As of this posting, the "Again" clip has racked up nearly 3.5 million views on YouTube, leading to appearances on The Early Show and The Colbert Report, as well as a late-addition live slot at next week's VMAs. Considering that this is an above-average power-pop group without a Killers-sized marketing budget, they deserve whatever attention they can get (though if they follow it up with another goofy-dance video, we're going to have their goddamn legs broken).

That said, does anyone actually care about the song itself? A day afer the Colbert cameo, the so-so "Again" isn't even on the iTunes Top 100 songs list, which is surprising, given the tune's level of exposure (its highest iTunes placement is on the Alternative chart, where it's currently sitting at No. 23). Meanwhile, last fall's Oh No album has yet to break the 500,000-sales barrier, and is ranked at No. 106 on the Amazon.com sales charts—again, not bad, but considering how people have seen this thing, somewhat underwhelming. Hopefully things will pick up after next week's VMA and Good Morning America appearances; if they don't, Ok Go may be nothing more than another entry in the long line of music-video oddities, ranking somewhere between the puppets from "Invisible Touch" and the Blind Melon Bee Girl.

OK Go, "Here It Goes Again" [YouTube]