OK Go have announced that they’ve parted ways with EMI and that they have created their own company, Paracadute. All of the band’s distribution and promotion will be handled through Paracadute beginning April 1.

We covered the band’s recent struggles with EMI in a web cover story that stemmed from an opinion column by frontman Damian Kulash that was published in The New York Times. Kulash and the band–who rose to fame through viral videos of their songs–disagreed with EMI’s decision to stop letting their artists’ videos be embeddable.

A statement released on behalf of the band reads, “Just as the band saw an opportunity to do something different with their homemade videos, OK Go see untapped potential in the sea change that the music industry is experiencing and believe there are tremendous opportunities for artists capable of managing their own promotion and distribution. The band, who have always controlled their publishing, merchandise, touring, and all other non-recording rights, are parting by mutual agreement with EMI Music.”

Paracadute already has an extensive promotional campaign in place surrounding OK Go’s latest full-length, Of The Blue Colour Of The Sky, which was released in January. Kulash said, “We’d like to thank the people who have worked so hard on our behalf. And we’d like to thank our fans for making this choice an easy one for us.”

OK Go’s video for “This Too Shall Pass”, which debuted on YouTube last Monday, has already garnered more than 6 million views and is the No. 1 top rated music video of all-time on the site.

What do you think? Smart move by OK Go?

via AP

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Grant Trimboli

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