Each product we feature has been independently selected and reviewed by our editorial team. If you make a purchase using the links included, we may earn commission.

OK Go today announced they are to leave EMI and set up their own label, Paracadute. The company will oversee the promotional campaign for band’s CD, Of the Blue Colour of the Sky, which came out last January.

In a video on the band’s official website, singer Damian Kulash. claims the band are leaving EMI “very amicably,” though the frontman also insists the quartet’s new business partners are the pair of tie-wearing dogs that flank him in the clip. Feel free to take both statements with a pinch of salt.

Kulash was critical of EMI in an opinion piece he wrote for the New York Times last month. In particular, the singer took the company to task for blocking the band’s famous, self-directed, videos from appearing on the websites of fans and bloggers. “In these tight times, it’s no surprise that EMI is trying to wring revenue out of everything we make, including our videos,” an obviously frustrated Kulash wrote. “But it needs to recognize the basic mechanics of the Internet. Curbing the viral spread of videos isn’t benefiting the company’s bottom line, or the music it’s there to support. The sooner record companies realize this, the better — though I fear it may already be too late.”

Kulash will discuss the band’s departure from EMI on today’s edition of the NPR show All Things Considered. Meanwhile, you can check out the band’s Rube Goldberg-inspired video for their single “This Too Shall Pass” below.

What do you think of the band’s decision to leave the corporate fold? And do you trust their new canine partners to look out for the act’s best interests? Or should they take a walk?

(Follow the Music Mix on Twitter: @EWMusicMix.)

More from EW.com’s Music Mix:

Music Biz
  • Movie