With backing from Range Rover, OK Go have released a free iPhone app as part of a "global GPS art project" and crowdsourced "celebratory video."  Turning fans into a human Etch A Sketch is just the latest twist in OK Go's viral journey, with funding now coming from corporate sponsors rather than a major label. Watch the video:

It started with quirky YouTube videos, but now free of EMI's constraints and timetable, Damain Kulash and his band are free to go wherever imagination and opportunity takes them. Like Imogen Heap, who I interviewed with Kulash on stage at Midem last month, they are part of a new breed of artists who don't see fan interaction and social media as just marketing tools, but rather as an essential part of their creative process.