ABOUT THE SPEAKER
Adam Sadowsky - Creative entrepreneur
As the president of Syyn Labs, Adam Sadowsky merges art and technology to create interactive projects big and small.

Why you should listen

Adam Sadowsky is the president of Syyn Labs -- a collective of talented people that bring aesthetics and engineering together to create really nifty interactive art. Syyn Labs is responsible for a potpourri of interesting gizmos, from augmented reality namebadges to sound-reactive fire sculpture, but are best known for the huge Rube Goldberg machine created for OK Go's music video "This Too Shall Pass" that instantly went viral via YouTube.

In addition to engineering interactive art, Sadowsky serves as COO for the popular Mindshare LA events, where people across disciplines come together every month to share ideas (thought up while the founders were at TED2005).  He is also the co-founder and vice president of the IBD Foundation, providing support to people with Crohn’s Disease and Ulcerative Colitis, having been diagnosed with the latter in 1984. Sadowsky has also worked in software, product design, video games, genetics research, online auctions and even had quite a successful acting stint, sharing the TV screen with both Jason Bateman and Matthew Perry.

More profile about the speaker
Adam Sadowsky | Speaker | TED.com
TEDxUSC

Adam Sadowsky: How to engineer a viral music video

亚当·萨多斯基操刀制作的一部火爆音乐视频

Filmed:
1,147,291 views

乐队OK Go将复杂的鲁宾·戈德堡装置这一新奇的创意运用于他们下一部音乐视频中——亚当·萨多斯基的团队负责制作这套机器。他讲述了他们在这天马行空的创造背后付出了多少辛劳与工程创意才让该视频在Youtube上一炮走红。
- Creative entrepreneur
As the president of Syyn Labs, Adam Sadowsky merges art and technology to create interactive projects big and small. Full bio

Double-click the English transcript below to play the video.

00:15
Hi你好 there.
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大家好。
00:17
I'm going to be talking a little bit about
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我准备简单地谈一下
00:19
music音乐, machines and life.
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音乐,机器和生活。
00:22
Or, more specifically特别,
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或者,更具体地说,
00:25
what we learned学到了 from the creation创建 of a very large and complicated复杂 machine
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从为一部音乐视频而制造的一套庞大复杂的机器中
00:28
for a music音乐 video视频.
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我们学到了什么。
00:30
Some of you may可能 recognize认识 this image图片.
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在座可能有人认得这个画面。
00:32
This is the opening开盘 frame of the video视频 that we created创建.
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这就是我们制作的视频开场。
00:35
We'll be showing展示 the video视频 at the end结束,
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在最后我们会播放这个视频,
00:37
but before we do, I want to talk a little bit about
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但是,在这之前,我想先讲讲
00:40
what it is that they wanted.
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他们(OK Go)当时提出的要求。
00:42
Now, when we first started开始 talking to OK Go --
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第一次和OK Go乐队商讨的时候——
00:45
the name名称 of the song歌曲 is "This Too Shall Pass通过" --
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这首歌的名字叫“一切都会过去”——
00:48
we were really excited兴奋 because
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我们当时非常兴奋因为
00:50
they expressed表达 interest利益 in building建造 a machine that they could dance舞蹈 with.
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他们表示有意制造一台机器,好让他们跟着它跳舞。
00:53
And we were very excited兴奋 about this
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我们听了非常兴奋,
00:55
because, of course课程,
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因为,当然啦,
00:57
they have a history历史 of dancing跳舞 with machines.
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他们有一段与机器共舞的历史。
01:00
They're responsible主管 for this video视频, "Here It Goes Again."
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这个视频就是他们出演的,“唉,又来了”(歌名)
01:03
50-million-plus-million加 views意见 on YouTubeYouTube的.
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在YouTube上获得超过五千万播放次数。
01:05
Four guys dancing跳舞 on treadmills跑步机,
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四个男人在跑步机上跳舞,
01:08
no cuts削减, just a static静态的 camera相机.
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没有剪接,只使用了一架固定摄像机。
01:10
A fantastically飞驰 viral病毒 and wonderful精彩 video视频.
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一部令人叫绝并迅速走红的视频。
01:12
So we were really excited兴奋 about working加工 with them.
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所以,能跟他们合作,我们实在是太兴奋了。
01:14
And we sort分类 of started开始 talking about what it is that they wanted.
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接着我们开始谈到他们的具体要求。
01:17
And they explained解释 that they wanted
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他们解释说他们想要
01:19
kind of a Rube乡巴佬 Goldberg戈德堡 machine.
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一个类似鲁宾·戈德堡装置那样的机器。
01:21
Now, for those of you who don't know,
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你们有些人没听说过
01:24
a Rube乡巴佬 Goldberg戈德堡 machine
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鲁宾·戈德堡装置
01:26
is a complicated复杂 contraption玩意儿,
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就是一套复杂而奇妙机器,
01:28
an incredibly令人难以置信 over-engineered过度设计 piece of machinery机械
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一组令人煞费苦心制造出的机械装置
01:31
that accomplishes完成 a relatively相对 simple简单 task任务.
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只为完成一个相对简单的任务。
01:34
So we were excited兴奋 by this idea理念,
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这个设想让我们跃跃欲试,
01:36
and we started开始 talking about
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于是我们开始商量
01:38
exactly究竟 what it would look like.
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这套机器该是什么样的。
01:40
And we came来了 up with some parameters参数, because,
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我们提出了几套方案--
01:42
you know, building建造 a Rube乡巴佬 Goldberg戈德堡 machine
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要知道,制造一套鲁宾·戈德堡装置
01:44
has limitations限制,
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是有很多局限的,
01:47
but it also is pretty漂亮 wide open打开.
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但发挥的空间也很广。
01:50
And we wanted to make sure that we did something
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我们要确保我们所做的
01:52
that would work for a music音乐 video视频.
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能在音乐视频中派上用场。
01:55
So we came来了 up with a list名单 of requirements要求,
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因此我们列出了一些要求
01:58
the "10 commandments戒律,"
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称之为“十诫”,
02:00
and they were, in order订购 of ascending上升 difficulty困难:
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内容如下,按难度的升序排列:
02:03
The first is "No magic魔法."
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第一条是“不玩魔术”。
02:05
Everything that happened发生 on screen屏幕 had to be
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镜头里的所有东西都必须
02:07
very easily容易 understood了解 by a typical典型 viewer观众.
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让一个普通观众很轻易就能看懂。
02:09
The rule规则 of thumb拇指 was that, if my mother母亲 couldn't不能 understand理解 it,
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考量的标准就是,如果我的母亲看不懂,
02:12
then we couldn't不能 use it in the video视频.
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那么我们就不能用它。
02:14
They wanted band integration积分,
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第二,他们要求乐队与机器合为一体,
02:16
that is, the machine acting演戏 upon the band members会员,
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机器必须作用于乐队成员的身上,
02:19
specifically特别 not the other way around.
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而尤其不能反过来。
02:21
They wanted the machine action行动 to follow跟随 the song歌曲 feeling感觉.
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第三,他们希望机器能够跟着歌曲的感觉走。
02:24
So as the song歌曲 picks精选 up emotion情感,
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也就是当歌曲渐入佳境,
02:26
so should the machine
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机器要随着歌曲
02:28
get grander宏大 in its process处理.
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运作规模越来越大。
02:30
They wanted us to make use of the space空间.
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第四,他们希望我们充分利用空间。
02:32
So we have this 10,000-square-foot-平方英尺 warehouse仓库 we were using运用,
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于是我们使用了一间占地10000平方英尺的工房,
02:35
divided分为 between之间 two floors地板.
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把它分成两层楼。
02:37
It included包括 an exterior外观 loading装载 dock码头.
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它包括一个外部装卸支架。
02:39
We used all of that, including包含 a giant巨人 hole in the floor地板
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我们用上了所有的空间,连地板上的一个大洞都没放过。
02:42
that we actually其实 descended下降 the camera相机 and cameraman摄影师 through通过.
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我们就是通过这个洞口来升降摄像机和摄影师的。
02:45
They wanted it messy, and we were happy快乐 to oblige责成.
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第五,场面乱成一团,这我们也非常乐意效劳。
02:48
The machine itself本身 would start开始 the music音乐.
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第六,机器自己会开始播放歌曲。
02:50
So the machine would get started开始,
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这样机器就启动了,
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it would travel旅行 some distance距离,
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它会经过一段路程,
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reacting反应 along沿 the way,
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沿途进行各种反应,
02:56
hit击中 play on an iPodiPod的 or a tape胶带 deck甲板
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启动一台iPod或卡带机
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or something that would start开始 playback回放.
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或者其它有重放功能的设备。
03:00
And the machine would maintain保持 synchronization同步 throughout始终.
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第七,机器的全程运转与音乐同步进行。
03:03
And speaking请讲 of synchronization同步,
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讲到同步进行,
03:05
they wanted it to sync同步 to the rhythm韵律
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他们特别要求机器必须与节拍同步,
03:07
and to hit击中 specific具体 beats节拍 along沿 the way.
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并且全程的每一个拍子都要准确踩到位。
03:11
Okay. (Laughter笑声)
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行。(笑声)
03:14
They wanted it to end结束 precisely恰恰 on time.
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第八,他们要求运作过程要准时结束。
03:17
Okay, so now the start开始 to finish timing定时 has to be perfect完善.
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好,这样从开始到结束的时间就要分秒不差。
03:20
And they wanted the music音乐 to drop下降 out
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第九,他们还要求音乐暂停
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at a certain某些 point in the video视频
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在视频中某一特定时间点上,
03:24
and actual实际 live生活 audio音频 from the machine
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然后由机器自带的音频来
03:26
to play part部分 of the song歌曲.
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播放歌曲的一部分。
03:29
And as if that wasn't enough足够,
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好像这些都还不算什么,
03:31
all of these incredibly令人难以置信 complicating并发 things, right,
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尽管以上所有要求已经极其苛刻了,对吧,
03:34
they wanted it in one shot射击.
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他们还要求全程一镜到底。
03:36
(Laughter笑声)
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(笑声)
03:38
(Applause掌声)
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(掌声)
03:43
Okay.
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好吧。
03:46
So, just some statistics统计
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那么,下面这些数据
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about what we went through通过 in the process处理.
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是从我们工作的过程中统计的。
03:50
The machine itself本身 has
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机器本身有
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89 distinct不同 interactions互动.
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89个不同的连锁动作。
03:54
It took us 85 takes
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我们演练了85次
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to get it on film电影
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为上镜头之后
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to our satisfaction满意.
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能够令人满意。
04:01
Of those 85 takes,
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在这85次演练中,
04:03
only three actually其实 successfully顺利 completed完成 their run.
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只有三次圆满完成运作。
04:07
We destroyed销毁 two pianos钢琴
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我们总共弄毁了两架钢琴
04:09
and 10 televisions电视 in the process处理.
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和十台电视机。
04:12
We went to Home Depot仓库 well over a hundred times.
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我们往家得宝超市跑了不下100趟。
04:15
(Laughter笑声)
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(笑声)
04:17
And we lost丢失 one high-heeled高跟 shoe
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另外我们还牺牲了一只高跟鞋。
04:20
when one of our engineers工程师, Heather石南属 Knight骑士,
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那是当我们的一位工程师海瑟·奈特,
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left her high-heeled高跟 shoe -- after a nice不错 dinner晚餐,
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落下了她的一只高跟鞋——在一顿美妙的晚餐之后,
04:24
and returned back to the build建立 --
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她回到工房——
04:26
and left it in a pile of stuff东东.
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把鞋落在一堆杂物中。
04:28
And another另一个 engineer工程师 thought, "Well, that would be a really good thing to use"
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接着另一位工程师一想,“咦,这可以派上大用场。”
04:30
and ended结束 up using运用 it as a really nice不错 trigger触发.
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最后他就把它用作一个非常棒的启动装置。
04:32
And it's actually其实 in the machine.
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它事实上就在机器中。
04:35
So what did we learn学习 from all of this?
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那么我们从中学到了什么呢?
04:37
Well, having completed完成 this,
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完成了这项工程以后,
04:39
we have the opportunity机会 to step back and reflect反映
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我们有机会退一步反思一下
04:41
on some of the things.
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其中的一些事情。
04:43
And we learned学到了 that small stuff东东 stinks.
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我们领悟到琐碎小事会令人抓狂。
04:45
Little balls in wooden tracks轨道
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那些木制轨道上的小珠子
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are really susceptible易感 to
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非常容易受
04:50
humidity湿度 and temperature温度 and a little bit of dust灰尘,
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湿气,温度,和哪怕一点灰尘的影响。
04:52
and they fall秋季 out of the tracks轨道,
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它们从轨道上滚落
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the exact精确 angles makes品牌 it hard to get right.
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很难把握角度的精准度。
04:56
And yet然而, a bowling保龄球 ball will always follow跟随 the same相同 path路径.
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相反,一个保龄球就总可以顺利地通过同样的路径。
04:59
It doesn't matter what temperature温度 it is,
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不管温度高低,
05:01
doesn't matter what's in its way;
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不管前面有什么阻碍;
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it will pretty漂亮 much get where it needs需求 to go.
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它几乎都可以顺利到达目的地。
05:05
But as much as the small stuff东东 stinks, we needed需要 somewhere某处 to start开始,
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但尽管那些琐碎的小东西会让人抓狂,我们还是需要找到一个起点,
05:07
so that we would have somewhere某处 to go.
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这样才能知道该往哪走。
05:09
And so you have to start开始 with it. You have to focus焦点 on it.
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所以你必须开始动手,必须全身心投入。
05:12
Small stuff东东 stinks,
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琐碎小事让人头疼,
05:14
but, of course课程, it's essential必要, right?
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但是,当然,它不可或缺,对吧。
05:16
What else其他? Planning规划 is incredibly令人难以置信 important重要.
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还学到什么了呢?计划是至关重要的。
05:19
(Laughter笑声)
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(笑声)
05:23
You know, we spent花费 a lot of time ideatingideating
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你知道,我们花了大量时间构思
05:25
and even building建造 some of these things.
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甚至做了一些模型。
05:27
It's been said that, "No battle战斗 plan计划
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有句话说得好:“纸上谈兵
05:29
survives生存 contact联系 with the enemy敌人."
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不及临阵对敌。”
05:31
I think our enemy敌人 was physics物理 --
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我认为我们的敌人是物理学。
05:33
(Laughter笑声)
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(笑声)
05:35
and she's a cruel残忍 mistress情妇.
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它可是一位难伺候的主儿。
05:38
Often经常, we had to pull things out as a result结果
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我们往往不得不把一些东西去掉
05:40
because of timing定时 or aesthetics美学 or whatever随你.
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为了保证时间或美观性等等。
05:43
And so while planning规划 is important重要, so is flexibility灵活性.
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所以计划很重要,灵活性也同样重要。
05:46
These are all things that ended结束 up
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这些都是
05:48
not making制造 it into the final最后 machine.
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没有入选最终成品的部分。
05:50
So also, put reliable可靠 stuff东东 last,
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另外,要把可靠的部分放在最后,
05:54
the stuff东东 that's going to run every一切 time.
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也就是每次都能顺利运行的部分。
05:56
Again, small to large is relevant相应 here.
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这就与小件到大件的安排有关了。
05:59
The little Lego乐高玩具 car汽车 in the beginning开始 of the video视频
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在视频开头的小乐高玩具车
06:02
references引用 the big, real真实 car汽车
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与视频结尾时
06:04
near the end结束 of the video视频.
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那辆大的真车相比,
06:06
The big, real真实 car汽车 works作品 every一切 time; there's no problem问题 about it.
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大的真车每次运行都成功;没有任何问题。
06:09
The little one had a tendency趋势 to try to run off the track跟踪
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但是,那架小车就很容易从轨道上溜出来,
06:11
and that's a problem问题.
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这就成问题了。
06:13
But you don't want to have to reset重启 the whole整个 machine
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但是你肯定不愿意因为把小车子放在最后出了岔子
06:15
because the Lego乐高玩具 car汽车 at the end结束 doesn't work, right.
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而重置整台机器。
06:17
So you put that up front面前 so that, if it fails失败,
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所以你才把它放在最前面,即使它出错了,
06:19
at least最小 you know
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至少你知道
06:21
you don't have to reset重启 the whole整个 thing.
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你不需要全部返工。
06:23
Life can be
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生活可能会
06:26
messy.
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乱成一团。
06:29
There were incredibly令人难以置信 difficult moments瞬间 in the building建造 of this thing.
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在建造这套机器的过程中,我们碰到过极其困难的时候。
06:32
Months were spent花费 in this tiny, cold warehouse仓库.
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我们在这间又小又冷的工房里花了几个月的时间。
06:35
And the wonderful精彩 elation高昂 that we had
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而最后我们兴高采烈地庆祝
06:37
when we finally最后 completed完成 it.
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圆满完成任务。
06:39
So it's important重要 to remember记得 that whether是否 it's good or it's bad,
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所以,重要的是要记住,不管事情是好是坏,
06:42
"This Too Shall Pass通过."
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“一切都会过去”。
06:44
Thank you very much.
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非常感谢。
06:46
(Applause掌声)
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(掌声)
06:52
And now to introduce介绍
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下面请欣赏
06:54
their music音乐 video视频,
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他们的音乐视频,
06:56
we have OK Go.
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我们有请Ok Go。
06:58
OK Go: An introduction介绍. Hello你好 TEDxUSCTEDxUSC.
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OK Go: 自我介绍。TEDxUSC你们好。
07:00
We are OK Go.
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我们是OK Go。
07:02
What are we doing? Oh, just hanging out with our Grammy格莱美. What what!
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我们在做什么?哦,在把弄我们的格莱美奖杯呢。怎么样,怎么样。
07:05
It think we can do better than this. Hello你好 TEDxUSCTEDxUSC.
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我觉得我们能做得更好。TEDxUSC你们好。
07:08
We are OK Go. Have you read the "Natural自然 Curiosity好奇心 Cabinet内阁?"
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我们是OK Go。你们读过《自然奇珍》吗?
07:11
I mean, "Curiosity好奇心" -- excuse借口 me.
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我说的是,“奇珍”--不好意思。
07:13
Let me start开始 again.
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我重来一边。
07:15
We need some more ridiculous荒谬 things besides除了 "The Cabinet内阁 of Natural自然 Curiosities趣闻."
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除了《自然奇珍》之外,我们需要一些更荒唐的东西。
07:18
Tim's蒂姆 sundial hat帽子.
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蒂姆的日晷帽。
07:20
Have you seen看到 the new work they've他们已经 doneDONE to the Waltz华尔兹舞 Towers?
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你们见过新建的瓦尔特塔吗?
07:22
Sorry, start开始 again.
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对不起,重来。
07:24
(Barking叫声)
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(狗叫声)
07:26
Dogs小狗.
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狗来了。
07:28
Hello你好, TEDxUSCTEDxUSC. We are OK Go,
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TEDxUSC,你们好。我们是OK Go,
07:30
and this our new video视频, "This Too Shall Pass通过."
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这是我们新的音乐视频,“一切都会过去”。
07:33
[unclear不明]
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[不清楚]
07:35
Kay, we can still do one better I think, yeah.
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凯伊,我觉得我们还能做得更好,对吧。
07:38
That one's那些 pretty漂亮 good. It's getting得到 better.
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刚才那段还不错。有进步。
08:04
(Music音乐)
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(音乐响起)
08:21
♫ You know you can't keep letting出租 it get you down ♫
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♫你知道你不该一直垂头丧气♫
08:24
♫ And you can't keep dragging拖延 that dead weight重量 around ♫
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♫你不该总背负着沉重的累赘♫
08:33
♫ If there ain't all that much to lug耳状物 around ♫
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♫如果没有什么让你踌躇不前♫
08:36
♫ Better run like hell地狱 when you hit击中 the ground地面
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♫那么跌倒之后你最好拼命奔跑♫
08:44
♫ When the morning早上 comes
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♫当清晨来临时♫
08:50
♫ When the morning早上 comes
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♫当清晨来临时♫
08:56
♫ You can't stop these kids孩子 from dancing跳舞
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♫你不能阻止孩子们的舞步♫
08:59
♫ Why would you want to? ♫
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♫为什么要这样做呢♫
09:01
Especially特别 when you're already已经 getting得到 yours你的
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♫况且你已经得到了你应得的♫
09:08
Cuz曲子 if your mind心神 don't move移动 and your knees膝盖 don't bend弯曲
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♫如果你思想保守,不肯屈服♫
09:11
♫ Well don't go blaming归咎 the kids孩子 again ♫
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♫就别再责怪孩子♫
09:19
♫ When the morning早上 comes
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♫当清晨来临时♫
09:25
♫ When the morning早上 comes
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♫当清晨来临时♫
09:31
♫ When the morning早上 comes
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♫当清晨来临时♫
09:37
♫ When the morning早上 comes
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♫当清晨来临时♫
09:40
♫ When the morning早上 comes
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♫当清晨来临时♫
09:43
♫ When the morning早上 comes
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♫当清晨来临时♫
09:54
♫ Let it go ♫
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♫都忘了吧♫
09:58
♫ This too shall pass通过
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♫一切都会过去♫
10:06
♫ Let it go ♫
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♫都忘了吧♫
10:10
♫ This too shall pass通过
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♫一切都会过去♫
10:18
♫ You know you can't keep letting出租 it get you down ♫
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♫你知道你不该一直垂头丧气♫
10:21
♫ No, you can't keep letting出租 it get you down ♫
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♫不,你不该一直垂头丧气♫
10:30
♫ Let it go ♫
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♫都忘了吧♫
10:34
♫ This too shall pass通过
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♫一切都会过去♫
10:40
♫ When the morning早上 comes
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♫当清晨来临时♫
10:46
♫ When the morning早上 comes
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♫当清晨来临时♫
10:52
♫ When the morning早上 comes
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♫当清晨来临时♫
11:04
♫ When the morning早上 comes
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♫当清晨来临时♫
11:13
(Cheering打气)
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(热烈欢呼)
Translated by Lili Liang
Reviewed by Angelia King

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ABOUT THE SPEAKER
Adam Sadowsky - Creative entrepreneur
As the president of Syyn Labs, Adam Sadowsky merges art and technology to create interactive projects big and small.

Why you should listen

Adam Sadowsky is the president of Syyn Labs -- a collective of talented people that bring aesthetics and engineering together to create really nifty interactive art. Syyn Labs is responsible for a potpourri of interesting gizmos, from augmented reality namebadges to sound-reactive fire sculpture, but are best known for the huge Rube Goldberg machine created for OK Go's music video "This Too Shall Pass" that instantly went viral via YouTube.

In addition to engineering interactive art, Sadowsky serves as COO for the popular Mindshare LA events, where people across disciplines come together every month to share ideas (thought up while the founders were at TED2005).  He is also the co-founder and vice president of the IBD Foundation, providing support to people with Crohn’s Disease and Ulcerative Colitis, having been diagnosed with the latter in 1984. Sadowsky has also worked in software, product design, video games, genetics research, online auctions and even had quite a successful acting stint, sharing the TV screen with both Jason Bateman and Matthew Perry.

More profile about the speaker
Adam Sadowsky | Speaker | TED.com