English-Video.net comment policy

The comment field is common to all languages

Let's write in your language and use "Google Translate" together

Please refer to informative community guidelines on TED.com

TEDxUSC

Adam Sadowsky: How to engineer a viral music video

アダム・サドウスキー: ヴァイラルミュージックビデオの作り方

Filmed
Views 1,063,733

新作のミュージックビデオに巨大なルーブ・ゴールドバーグ・マシンを使うアイデアを思いついたバンド、OK Go -- そして、その制作を任されたのがアダム・サドウスキー率いるチームでした。YouTubeであっと間にセンセーションを巻き起こした、その迷宮のような作品の設計と苦労について語ります。

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

Hi there.
こんにちは
00:15
I'm going to be talking a little bit about
今日は音楽と機械装置
00:17
music, machines and life.
そして 人生について話したいと思います
00:19
Or, more specifically,
具体的には 巨大で複雑な装置を
00:22
what we learned from the creation of a very large and complicated machine
ミュージックビデオのために作る過程で
00:25
for a music video.
学んだ事について
00:28
Some of you may recognize this image.
こちらを見てピンと来る人もいるかと思いますが
00:30
This is the opening frame of the video that we created.
これは僕らが作ったビデオのオープニングです
00:32
We'll be showing the video at the end,
最後にこのビデオもお見せしますが
00:35
but before we do, I want to talk a little bit about
その前に この話がどう始まったのかを
00:37
what it is that they wanted.
少しお話ししましょう
00:40
Now, when we first started talking to OK Go --
僕らが最初にOK Goと会ったとき --
00:42
the name of the song is "This Too Shall Pass" --
この曲の名前は "This Too Shall Pass"といいますが --
00:45
we were really excited because
かなり盛り上がりました というのも彼らが
00:48
they expressed interest in building a machine that they could dance with.
自分たちと一緒に踊れるような装置の制作に 興味を示していたからです
00:50
And we were very excited about this
これにはとてもワクワクしました
00:53
because, of course,
だって ほら
00:55
they have a history of dancing with machines.
彼らは機械と踊る分野では 既に有名でしたからね
00:57
They're responsible for this video, "Here It Goes Again."
こちらのビデオ "Here It Goes Again" は
01:00
50-million-plus views on YouTube.
YouTubeで5000万回以上視聴されて
01:03
Four guys dancing on treadmills,
4人がランニングマシンの上でダンスしてるのを
01:05
no cuts, just a static camera.
定点カメラで撮っているだけですが
01:08
A fantastically viral and wonderful video.
ハマりやすいし 素晴らしいビデオです
01:10
So we were really excited about working with them.
僕らのテンションも上がりました
01:12
And we sort of started talking about what it is that they wanted.
まず 彼らの求める方向性について話し合い
01:14
And they explained that they wanted
何がやりたいのかを聞いてみると
01:17
kind of a Rube Goldberg machine.
ルーブ ゴールドバーグ マシン的なものを作りたいと
01:19
Now, for those of you who don't know,
ご存じない方に説明しますと
01:21
a Rube Goldberg machine
ルーブ ゴールドバーグ マシンというのは
01:24
is a complicated contraption,
入り組んだ装置と言いますか
01:26
an incredibly over-engineered piece of machinery
信じられないほど緻密に設計された仕組みで
01:28
that accomplishes a relatively simple task.
比較的簡単な作業を達成させる装置です
01:31
So we were excited by this idea,
そのアイデアで盛り上がって
01:34
and we started talking about
どんな形にするのか
01:36
exactly what it would look like.
あれこれ話し合い
01:38
And we came up with some parameters, because,
必須条件をまとめて行きました
01:40
you know, building a Rube Goldberg machine
ルーブ ゴールドバーグ マシンと言うのは
01:42
has limitations,
作るには制約もありますが
01:44
but it also is pretty wide open.
同時に 選択肢も無限だからです
01:47
And we wanted to make sure that we did something
これをミュージックビデオとして表現できるのか
01:50
that would work for a music video.
確認する意味もありました
01:52
So we came up with a list of requirements,
必要事項を見て行きましょう
01:55
the "10 commandments,"
「十戒」です
01:58
and they were, in order of ascending difficulty:
簡単なものから順に:
02:00
The first is "No magic."
1番目は 魔法は使わない事
02:03
Everything that happened on screen had to be
画面上で起こる全てが 一般的な視聴者に
02:05
very easily understood by a typical viewer.
簡単に理解してもらう必要があります
02:07
The rule of thumb was that, if my mother couldn't understand it,
なので 僕の母親に理解できないような事は
02:09
then we couldn't use it in the video.
ビデオには使えないという事です
02:12
They wanted band integration,
2. 装置に彼らを組み込む事
02:14
that is, the machine acting upon the band members,
とはいっても 彼らが装置を操るのではなく
02:16
specifically not the other way around.
装置が彼らに何かしら働きかけると言う事
02:19
They wanted the machine action to follow the song feeling.
3. 装置の動きが曲のフィーリングに従う事
02:21
So as the song picks up emotion,
つまり 曲がグッと盛り上がってきたら
02:24
so should the machine
装置の動きもそれに合わせて
02:26
get grander in its process.
より壮大に展開して行く
02:28
They wanted us to make use of the space.
4. スペースを最大限に使う事
02:30
So we have this 10,000-square-foot warehouse we were using,
僕らが使ったのは100m四方の倉庫でしたが
02:32
divided between two floors.
フロアが1階と2階に別れていて
02:35
It included an exterior loading dock.
搬入口もありました
02:37
We used all of that, including a giant hole in the floor
床には巨大な穴も空いていて
02:39
that we actually descended the camera and cameraman through.
実際にそこに カメラとカメラマンをおろして撮影しました
02:42
They wanted it messy, and we were happy to oblige.
5. 「ずぶ濡れ」にもなりたいというので 喜んで引き受けました
02:45
The machine itself would start the music.
6. 装置自体が曲を再生するようにする事
02:48
So the machine would get started,
装置を作動させ
02:50
it would travel some distance,
ある程度の距離を移動して
02:52
reacting along the way,
その途中で何かしら
02:54
hit play on an iPod or a tape deck
iPodやテープデッキか何かを
02:56
or something that would start playback.
再生させて
02:58
And the machine would maintain synchronization throughout.
曲と装置が同調し続けるようにします
03:00
And speaking of synchronization,
同調といえば
03:03
they wanted it to sync to the rhythm
装置とリズムを同調させておいて
03:05
and to hit specific beats along the way.
特定のビートも刻ませたいと言われました
03:07
Okay. (Laughter)
了解 (笑)
03:11
They wanted it to end precisely on time.
8. 時間通りに終わらせる事
03:14
Okay, so now the start to finish timing has to be perfect.
つまり 作動時間にズレは許されないという事
03:17
And they wanted the music to drop out
なのに彼らは特定の箇所で
03:20
at a certain point in the video
音楽を止めて
03:22
and actual live audio from the machine
装置の生の音を使って
03:24
to play part of the song.
曲の一部分を弾きたいとも言ってきた
03:26
And as if that wasn't enough,
それでも まだ足りないのか
03:29
all of these incredibly complicating things, right,
既にここまで複雑な工程を
03:31
they wanted it in one shot.
「一発撮り」で撮りたいって言うんだ
03:34
(Laughter)
(笑)
03:36
(Applause)
(拍手)
03:38
Okay.
ありがとう
03:43
So, just some statistics
では 少し数字で
03:46
about what we went through in the process.
このプロセスを振り返ってみよう
03:48
The machine itself has
この装置は89の
03:50
89 distinct interactions.
異なる工程で構成されていて
03:52
It took us 85 takes
85本のテイクを
03:54
to get it on film
一応満足いくレベルで
03:57
to our satisfaction.
カメラに収められましたが
03:59
Of those 85 takes,
その85テイクのうち
04:01
only three actually successfully completed their run.
実際に完走したのは たったの3回
04:03
We destroyed two pianos
2台のピアノと
04:07
and 10 televisions in the process.
テレビは10台壊したかな
04:09
We went to Home Depot well over a hundred times.
ホームセンターには優に100回以上足を運び
04:12
(Laughter)
(笑)
04:15
And we lost one high-heeled shoe
ハイヒールの片っぽを無くしました
04:17
when one of our engineers, Heather Knight,
僕らのエンジニアの一人 ヘザー=ナイトが
04:20
left her high-heeled shoe -- after a nice dinner,
洒落た夕食から戻ってきて -- ハイヒールを
04:22
and returned back to the build --
この装置の制作に取りかかるので --
04:24
and left it in a pile of stuff.
道具の山と一緒に置いておいたところ
04:26
And another engineer thought, "Well, that would be a really good thing to use"
別のエンジニアが何かに使えると考え
04:28
and ended up using it as a really nice trigger.
オシャレな引き金として使われてしまいました
04:30
And it's actually in the machine.
これは実際にビデオにも出てきます
04:32
So what did we learn from all of this?
そんなわけで ここから何を学んだでしょうか?
04:35
Well, having completed this,
この装置を作り上げて
04:37
we have the opportunity to step back and reflect
いくつかの事を
04:39
on some of the things.
少し客観的に振り返ってみたところ
04:41
And we learned that small stuff stinks.
小さいものは厄介だと気づきました
04:43
Little balls in wooden tracks
木製の溝にのった小さな玉などは
04:45
are really susceptible to
とても繊細で 湿気や気温
04:48
humidity and temperature and a little bit of dust,
小さい埃などの影響を受けて
04:50
and they fall out of the tracks,
溝から外れたり
04:52
the exact angles makes it hard to get right.
正確な角度にしないと上手く転がらないとか
04:54
And yet, a bowling ball will always follow the same path.
でも ボーリングの球ならどこでも大丈夫
04:56
It doesn't matter what temperature it is,
気温が何度であろうと
04:59
doesn't matter what's in its way;
行く手に何があったとしても
05:01
it will pretty much get where it needs to go.
大体行くべきところに行くんです
05:03
But as much as the small stuff stinks, we needed somewhere to start,
小さいものが厄介だといっても 始めなければ
05:05
so that we would have somewhere to go.
終わらない訳ですから
05:07
And so you have to start with it. You have to focus on it.
とにかくそれに集中して取り組まなければなりません
05:09
Small stuff stinks,
厄介であっても
05:12
but, of course, it's essential, right?
そこが必要不可欠でもあるのです
05:14
What else? Planning is incredibly important.
また 設計ほど重要なものはありません
05:16
(Laughter)
(笑) 設計図: クソ面倒くさい事が盛りだくさん
05:19
You know, we spent a lot of time ideating
多くの時間を考える事に費やし
05:23
and even building some of these things.
いくつか実際に作りました
05:25
It's been said that, "No battle plan
「どんな戦術も眼前の敵には
05:27
survives contact with the enemy."
無力だ」とは言ったもので
05:29
I think our enemy was physics --
僕らの眼前の敵は「物理」でした
05:31
(Laughter)
(笑)
05:33
and she's a cruel mistress.
それもかなり意地悪なね
05:35
Often, we had to pull things out as a result
タイミングや見栄えなどの理由から
05:38
because of timing or aesthetics or whatever.
装置を取り替えたりするのは ざらでした
05:40
And so while planning is important, so is flexibility.
なので設計も重要ですが 柔軟性も必要です
05:43
These are all things that ended up
これらはみんな最終的に
05:46
not making it into the final machine.
ボツになったアイデアです
05:48
So also, put reliable stuff last,
また 毎回確実に動くような信頼性が高いものを
05:50
the stuff that's going to run every time.
最後に持ってくる事も重要です
05:54
Again, small to large is relevant here.
「小さいものは厄介だ」と言ったように
05:56
The little Lego car in the beginning of the video
最初に出てくるレゴの車は
05:59
references the big, real car
終盤に本物の車になって
06:02
near the end of the video.
再登場するんですが
06:04
The big, real car works every time; there's no problem about it.
大きい車は毎回問題なく作動するんです
06:06
The little one had a tendency to try to run off the track
逆に小さい車は道から外れたりして
06:09
and that's a problem.
そっちの方が大変
06:11
But you don't want to have to reset the whole machine
最後にレゴがひっくり返ったからって
06:13
because the Lego car at the end doesn't work, right.
始めっからやり直すなんてご免でしょ?
06:15
So you put that up front so that, if it fails,
だから そういうものは
06:17
at least you know
最初に持ってくると
06:19
you don't have to reset the whole thing.
失敗したとしても やり直しがきくんです
06:21
Life can be
時に 人生は
06:23
messy.
厳しい
06:26
There were incredibly difficult moments in the building of this thing.
今回 僕らもその厳しさを十分味わいました
06:29
Months were spent in this tiny, cold warehouse.
数ヶ月の間 この寒くて狭い倉庫で過ごしましたが
06:32
And the wonderful elation that we had
その全てが終わった時の
06:35
when we finally completed it.
驚くほどの達成感といったら
06:37
So it's important to remember that whether it's good or it's bad,
大切なのは それが良い結果であっても 悪い結果であっても
06:39
"This Too Shall Pass."
「これもまた過ぎ行くだろう」ということです
06:42
Thank you very much.
どうもありがとうございました
06:44
(Applause)
(拍手)
06:46
And now to introduce
では お待たせしました
06:52
their music video,
問題のミュージックビデオです
06:54
we have OK Go.
我らがOK Goです
06:56
OK Go: An introduction. Hello TEDxUSC.
みなさんこんにちは OK Goです
06:58
We are OK Go.
何をしてるのかって?
07:00
What are we doing? Oh, just hanging out with our Grammy. What what!
グラミー賞を囲んで飲んでるだけさ
07:02
It think we can do better than this. Hello TEDxUSC.
もうちょっと上手くできると思うんだけど...
07:05
We are OK Go. Have you read the "Natural Curiosity Cabinet?"
OK Goです こんな分厚い百科事典を読んで一日過ごした事ある?
07:08
I mean, "Curiosity" -- excuse me.
というか なんだ これ… ごめんごめん
07:11
Let me start again.
もう一回やらせて
07:13
We need some more ridiculous things besides "The Cabinet of Natural Curiosities."
百科事典より意味不明なものないかな?
07:15
Tim's sundial hat.
ティムの日時計帽子!
07:18
Have you seen the new work they've done to the Waltz Towers?
新しくなったワルツタワー もうご覧になりましたか?
07:20
Sorry, start again.
ごめん もう一回やろう
07:22
(Barking)
(ワンワン)
07:24
Dogs.
キミたち!
07:26
Hello, TEDxUSC. We are OK Go,
皆さんこんにちは OK Goです
07:28
and this our new video, "This Too Shall Pass."
僕らの新しいビデオ "This Too Shall Pass" です
07:30
[unclear]
(掛声)
07:33
Kay, we can still do one better I think, yeah.
まだ もうちょっと上手くできると思うんだけど
07:35
That one's pretty good. It's getting better.
今ので良かったじゃん
07:38
(Music)
(音楽)
08:04
♫ You know you can't keep letting it get you down ♫
♫ いつまでそうやっているつもりだい? ♫
08:21
♫ And you can't keep dragging that dead weight around ♫
♫ そんなに引きずるほど抱え込んで ♫
08:24
♫ If there ain't all that much to lug around ♫
♫ でも引きずるほどのものがない身なら ♫
08:33
♫ Better run like hell when you hit the ground ♫
♫ 死にものぐるいで走る用意をしといた方がいいよ ♫
08:36
♫ When the morning comes ♫
♫ 朝が来たら ♫
08:44
♫ When the morning comes ♫
♫ 朝が来たら ♫
08:50
♫ You can't stop these kids from dancing ♫
♫ 子供達の踊りを止めたいなんて ♫
08:56
♫ Why would you want to? ♫
♫ どういうことだい? ♫
08:59
♫ Especially when you're already getting yours ♫
♫ 自分は散々踊ってたくせに ♫
09:01
♫ Cuz if your mind don't move and your knees don't bend ♫
♫ いくら君の頭が固く 膝も曲がらないからって ♫
09:08
♫ Well don't go blaming the kids again ♫
♫ 子供達に八つ当たりはよしなよ ♫
09:11
♫ When the morning comes ♫
♫ 朝が来たら ♫
09:19
♫ When the morning comes ♫
♫ 朝が来たら ♫
09:25
♫ When the morning comes ♫
♫ 朝が来たら ♫
09:31
♫ When the morning comes ♫
♫ 朝が来たら ♫
09:37
♫ When the morning comes ♫
♫ 朝が来たら ♫
09:40
♫ When the morning comes ♫
♫ 朝が来たら ♫
09:43
♫ Let it go ♫
♫ クヨクヨするなよ ♫
09:54
♫ This too shall pass ♫
♫ これもまた過ぎ行くことなのさ ♫
09:58
♫ Let it go ♫
♫ クヨクヨするなよ ♫
10:06
♫ This too shall pass ♫
♫ これもまた過ぎ行くことなのさ ♫
10:10
♫ You know you can't keep letting it get you down ♫
♫ いつまでそうやっているつもりだい? ♫
10:18
♫ No, you can't keep letting it get you down ♫
♫ いつまでも落ち込むわけにはいかないのさ ♫
10:21
♫ Let it go ♫
♫ クヨクヨするなよ ♫
10:30
♫ This too shall pass ♫
♫ これもまた過ぎ行くことなのさ ♫
10:34
♫ When the morning comes ♫
♫ 朝が来たら ♫
10:40
♫ When the morning comes ♫
♫ 朝が来たら ♫
10:46
♫ When the morning comes ♫
♫ 朝が来たら ♫
10:52
♫ When the morning comes ♫
♫ 朝が来たら ♫
11:04
(Cheering)
(拍手喝采)
11:13
Translated by Shin Kitagawa
Reviewed by Yuki Okada

▲Back to top

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