OK Go, viral video superstars and noted Rube Goldberg enthusiasts, have parted ways with major label EMI, largely amidst disagreements regarding the embedding of the band's famous music videos. The issue saw singer Damian Kulash come out in favor of embeddable music videos in both a statement on the band's website and in an op-ed piece for the New York Times, believing that EMI disabling embedding on the band's videos, including for new single "This Too Shall Pass", was hindering the fans' ability to enjoy the videos as well as the band's ability to gain publicity through them.

To that end, the band has formed a new independent label called Paracadute Recordings and will now take over all distribution and promotional work for their recent full-length, Of the Blue Colour of the Sky.