Adam Sadowsky: How to engineer a viral music video

Translator: Etrit Adami Reviewer: Alida Hamo

Hi there.

Pershendetje

I'm going to be talking a little bit about

Une do te flas pak rreth

music, machines and life.

muzikes , makinerive , dhe jetes.

Or, more specifically,

Ose me specifikisht ,

what we learned from the creation of a very large and complicated machine

cfare ne mesuam nga krijimi e nje makinerie te madhe dhe komplikuar

for a music video.

per nje video muzike

Some of you may recognize this image.

Disa nga jush mund ta njohin kete imazh.

This is the opening frame of the video that we created.

Kjo eshte hapja e nje pjese te videos qe ne kemi krijuar.

We'll be showing the video at the end,

Ne do t'ju tregojme videon ne fund ,

but before we do, I want to talk a little bit about

por perpara se ne ta bejme , Une duar te flas pak rreth

what it is that they wanted.

cfare eshte ajo qe ata kerkuan .

Now, when we first started talking to OK Go --

Kur ne fillim ne filluar te flisnim me OK Go--

the name of the song is "This Too Shall Pass" --

emri i kenges eshte "This Too Shall Pass"--

we were really excited because

ne ishim vertet te emecionuar sepse

they expressed interest in building a machine that they could dance with.

ata shprehen interes per te ndertuar nje makineri me te cilen mund te kercenin.

And we were very excited about this

Ne ishim shume te emocionuar rreth kesaj

because, of course,

sepse, sigurisht,

they have a history of dancing with machines.

ata kishin nje histori kercimi me makineri.

They're responsible for this video, "Here It Goes Again."

Ata ishin pergjegjes per kete video, "Here It Goes Again"

50-million-plus views on YouTube.

50-milion shikime ne Youtube .

Four guys dancing on treadmills,

Kater djem te cilet kercenin ne makineri ecjesh

no cuts, just a static camera.

asnje shkeputje, vetem nje kamera statike.

A fantastically viral and wonderful video.

Nje video virale fantastike dhe e mrekullueshme.

So we were really excited about working with them.

Keshtu qe ishim me te vertet te emocionuar per te punuar me ata.

And we sort of started talking about what it is that they wanted.

Dhe ne filluar te flisnin rreth cfare ishte ajo qe ata kerkonin.

And they explained that they wanted

Dhe ata na shpjeguan qe kerkonin

kind of a Rube Goldberg machine.

nje tip makinerie Rube Goldberg.

Now, for those of you who don't know,

Tani, per ata qe te cilet nga ju nuk e dine,

a Rube Goldberg machine

nje makineri Rube Goldberg

is a complicated contraption,

eshte nje paisje shume e komplikuar

an incredibly over-engineered piece of machinery

nje makineri tmerrsisht e mbi-projekturar

that accomplishes a relatively simple task.

qe permbush nje levizje the thjesht .

So we were excited by this idea,

Ne ishim te emocionuar nga kjo ide,

and we started talking about

dhe filluam te flisnim se

exactly what it would look like.

si do te dukej ekzaktesisht.

And we came up with some parameters, because,

Dhe arritem me disa parametra qe--

you know, building a Rube Goldberg machine

ju e dini , te ndertosh nje makineri Rube Goldberg

has limitations,

ka kufizime,

but it also is pretty wide open.

por gjithashtu gjeresisht e hapur .

And we wanted to make sure that we did something

Dhe ne donim te ishim te sigurte qe po benim dicka

that would work for a music video.

qe do te funsiononte per nje video me muzike.

So we came up with a list of requirements,

Keshu qe ne morem nje lisite per kerkesa,

the "10 commandments,"

prej tipit te "10-te urdheresave,"

and they were, in order of ascending difficulty:

dhe ato ishin, ne rregull veshtiresie:

The first is "No magic."

E para eshte "Ska magji."

Everything that happened on screen had to be

Cdo gje zhvillhen ne ekran duhet te jete

very easily understood by a typical viewer.

lehtesisht e kuptueshme nga nje shikues tipik.

The rule of thumb was that, if my mother couldn't understand it,

Regulli i gishtit ishte, nqs, mamaja ime s'do ta merrte vesh ate,

then we couldn't use it in the video.

dhe ne s'do mundnim te perdorim ate video.

They wanted band integration,

Ata donin integrim ne varesi te bandes,

that is, the machine acting upon the band members,

qe so te thote qe makineria te leviz sipas pjestareve te bandes,

specifically not the other way around.

specifikisht jo ne nje menyre tjeter.

They wanted the machine action to follow the song feeling.

Ata donin levizjet e makinerise te ndiqnin ndienjen e kenges.

So as the song picks up emotion,

Duke kapur kenga emocion,

so should the machine

ashtu dhe makineria

get grander in its process.

rritet ne vet procesin e saj .

They wanted us to make use of the space.

Ata deshin qe ne te benim perdornim hapsiren.

So we have this 10,000-square-foot warehouse we were using,

Keshutu qe ne kemi 10,000 metra katrore magazine qe po perdornim ,

divided between two floors.

te ndare ne dy kate.

It included an exterior loading dock.

Ajo perfshinte nje port te jashtme per ngarkime.

We used all of that, including a giant hole in the floor

Ne e perdorem te gjithe ate , duke perfshire vrime gjigande ne kat

that we actually descended the camera and cameraman through.

qe ne aktualisht zbrisnim kameren dhe kameramanin permes saj.

They wanted it messy, and we were happy to oblige.

Ata e donit ate te remujshme , dhe ne ishim te lumtur per ta bere .

The machine itself would start the music.

Makineria vet do te fillonte muziken.

So the machine would get started,

Keshtu qe makineria te fillonte,

it would travel some distance,

do te levizte ne nje distance,

reacting along the way,

duke reaguar gjate rruges ,

hit play on an iPod or a tape deck

duke ndezur nje iPod apo kasete

or something that would start playback.

ose dicka qe do ta bente playback.

And the machine would maintain synchronization throughout.

Dhe makineria do te mbante sinkronizimin gjate gjithe kohes.

And speaking of synchronization,

Dhe duke folur rreth sinkronizimit,

they wanted it to sync to the rhythm

ata donin te sinkronizomin ritmin

and to hit specific beats along the way.

dhe goditjet e duhura ne vazhdim.

Okay. (Laughter)

Ne rregull ( Qeshje )

They wanted it to end precisely on time.

Ata donin qe ajo te mbaronte ne kohen e duhur.

Okay, so now the start to finish timing has to be perfect.

Ok tani koha e nisjes dhe fundit duhet te ishin perfekte.

And they wanted the music to drop out

Dhe ata donin qe muzika te nderpritej

at a certain point in the video

ne nje pike te videos

and actual live audio from the machine

dhe te degjohej zhurma nga makineria

to play part of the song.

qe luante nje pjese nga kenga.

And as if that wasn't enough,

Dhe sikur kjo te mos mjaftonte,

all of these incredibly complicating things, right,

te tera ngaterresa te pabesueshme gjerash ,

they wanted it in one shot.

ata i donin ne nje levizje .

(Laughter)

( Qeshje )

(Applause)

( Duartrokitje )

Okay.

Ok .

So, just some statistics

Ja, disa statistika

about what we went through in the process.

reeth, disa nga gjerat qe perjetuam gjate procesit .

The machine itself has

Makineria ne vetvete ka

89 distinct interactions.

89 veprime te ndryshme .

It took us 85 takes

Ne na u deshen 85 prova

to get it on film

per ti vendosur ne nje film

to our satisfaction.

per kenaqesine tone .

Of those 85 takes,

Nga ato 85 provat,

only three actually successfully completed their run.

vetem tre nga ato kompletuan detyren e tyre.

We destroyed two pianos

Ne prishem dy piano

and 10 televisions in the process.

dhe 10 televizora gjate procesit.

We went to Home Depot well over a hundred times.

Ne shkuan reth 100 here tek Home Depot posacerisht per kete pune .

(Laughter)

( Qeshje )

And we lost one high-heeled shoe

Dhe ne humbem nje kepuce me take

when one of our engineers, Heather Knight,

kur nje nga inxhinjeret tona,Heather Knight,

left her high-heeled shoe -- after a nice dinner,

la njeren nga kepucet te saja me tak te larte ---mbas nje darke te mire ,

and returned back to the build --

dhe u kthye per te ndertuar

and left it in a pile of stuff.

dhe e la ate nje nje tufe me gjera .

And another engineer thought, "Well, that would be a really good thing to use"

Dhe nje inxhinier tjeter mendoi, " Do te ishte me te vertet nje gje e mire per ta perdorur."

and ended up using it as a really nice trigger.

Dhe e perfundoi duke perdorur taken si nje kembez te bukur .

And it's actually in the machine.

Dhe eshte aktualisht ne makine.

So what did we learn from all of this?

Pra cfare mesuam nga e gjitha kjo ?

Well, having completed this,

Duke, perfunduar kete,

we have the opportunity to step back and reflect

ne patem mundesine per te reflektuar

on some of the things.

nga disa nga gjerat .

And we learned that small stuff stinks.

Dhe ne mesuam qe gjerat e vogla mbajne ere te keqe.

Little balls in wooden tracks

Topa te vegjel ne pjese druri

are really susceptible to

jane me te vertete te ndjeshem nga

humidity and temperature and a little bit of dust,

lageshtira dhe temperatura dhe pak pluhur ,

and they fall out of the tracks,

dhe ato bien jashte binarve,

the exact angles makes it hard to get right.

qe kendet ekzakte jane te veshtira per ti gjetur ekzakt .

And yet, a bowling ball will always follow the same path.

Dhe akoma, nje top i bowling do te ndjeke gjithmone te njejten rruge.

It doesn't matter what temperature it is,

Nuk ka rendesi sa eshte temperatura,

doesn't matter what's in its way;

nuk ka rendesin se cfare i del para ;

it will pretty much get where it needs to go.

do te shkoje atje ku ka nevoje te shkoje.

But as much as the small stuff stinks, we needed somewhere to start,

Por aq shume sa gjerat e vogla vijne ere, ne na duhej ta fillonim diku,

so that we would have somewhere to go.

keshtu qe do kishim ku te shkonim .

And so you have to start with it. You have to focus on it.

Dhe keshtu qe duhet ta fillosh me te.Ti duket te fokusohesh ne te.

Small stuff stinks,

Gjerat e vogla mbajne ere,

but, of course, it's essential, right?

por, gjithashtu, eshte esenciale .

What else? Planning is incredibly important.

Cfare tjeter ?Planifikimi eshte shume i rendesishem .

(Laughter)

( Qeshura )

You know, we spent a lot of time ideating

A e dini, ne kaluam nje kohe te gjate duke ideuar

and even building some of these things.

dhe madje edhe ndertuam disa nga keto gjera.

It's been said that, "No battle plan

Eshte thene qe, "Asnje plan lufte

survives contact with the enemy."

nuk i mbijeton kontaktit me armikun"

I think our enemy was physics --

Une mendoj qe armiku jone ishte fizika,

(Laughter)

( Te qeshura )

and she's a cruel mistress.

dhe ajo eshte nje dashur e mizore .

Often, we had to pull things out as a result

Zakonisht ne duhet te terhiqnim gjerat si rezultat

because of timing or aesthetics or whatever.

i kohes apo estetikes ose cfare dickaje tjeter

And so while planning is important, so is flexibility.

Dhe kshu ndersa planifikimi eshte i rendesishem , keshtu eshte dhe fleksibiliteti.

These are all things that ended up

Keto jane te gjitha gjera qe perfundojne

not making it into the final machine.

per te mos ta bere nje nje makineri te plote .

So also, put reliable stuff last,

Gjithashtu vendosni gjerat e besueshmene fund,

the stuff that's going to run every time.

gjerat qe do te vihen ne pune cdo kohe.

Again, small to large is relevant here.

Perseri te vogla per te medhaja jane te rendesishme ketu.

The little Lego car in the beginning of the video

Makina e vogel prej Legosh ne fillim te videos

references the big, real car

referon te madhen , makinen e vertet

near the end of the video.

afer mbarimit te videos.

The big, real car works every time; there's no problem about it.

Makina e madhe, e verteta punon cdo kohe, ska problem rreth asaj .

The little one had a tendency to try to run off the track

Kjo e vogla ka tendencen te dali jashte nga rruga

and that's a problem.

dhe ky eshte nje problem.

But you don't want to have to reset the whole machine

Por ti nuk do te ta risistemosh te tere makinen

because the Lego car at the end doesn't work, right.

sepse makina prej Legosh ne fund nuk punon apo jo .

So you put that up front so that, if it fails,

Keshtu qe ti e ve ate ne fillim, ne menyre, qe po te deshtoj ,

at least you know

te pakten ti e di

you don't have to reset the whole thing.

ti e di qe nuk ke nevoje ta regulloshte te teren.

Life can be

Jeta mund te jete

messy.

e rremujshme .

There were incredibly difficult moments in the building of this thing.

Kishte momente vertet te veshtira ne ndertimin e makinerise.

Months were spent in this tiny, cold warehouse.

Muaj te tere kaluam nje kete magazine te ftohte .

And the wonderful elation that we had

Nje ngazellim te madhe patem

when we finally completed it.

kur perfundimisht e perfunduam ate.

So it's important to remember that whether it's good or it's bad,

Keshtu qe eshte e rendesishme per te kujtuar qe edhe sikur te jete e mire apo e keqe,

"This Too Shall Pass."

"Ajo gjithashtu do ta kaloje"

Thank you very much.

Shume falemderit .

(Applause)

( Duartrokitje )

And now to introduce

Dhe tani per ta paraqitur

their music video,

videon e muzises se tyre

we have OK Go.

ne kemi Ok GO

OK Go: An introduction. Hello TEDxUSC.

Ok GO: Ne prezantim. Hello TEDxUSC.

We are OK Go.

Ne jemi Ok GO

What are we doing? Oh, just hanging out with our Grammy. What what!

Cfare po bejme ne? Oh ne duke kaluar kohe me cmimin Grammy. Cfare cfare.

It think we can do better than this. Hello TEDxUSC.

Une mendoj qe ne mund te bejme me mire se kjo. Hello TEDxUSC.

We are OK Go. Have you read the "Natural Curiosity Cabinet?"

Ne jemi Ok Ec. A e keni lexuar" Kabinetin Natural te Kuriositetit?"

I mean, "Curiosity" -- excuse me.

Duam te them, "Kurioziteti" -- me falni .

Let me start again.

Me leni te filloj perseri.

We need some more ridiculous things besides "The Cabinet of Natural Curiosities."

Ne na duket disa gjera qesharake me shume se "Kabinetit Natural te Kuriositetit"?

Tim's sundial hat.

Kapelja e Timit .

Have you seen the new work they've done to the Waltz Towers?

A e keni pare punen e re ne Kullat Waltz ?

Sorry, start again.

Me falni , fillojme perseri .

(Barking)

( Duke lehur )

Dogs.

Qente.

Hello, TEDxUSC. We are OK Go,

Hello, TEDxUSC. Ne jemi OK Go,

and this our new video, "This Too Shall Pass."

Dhe kjo videoja jone e re, :Kjo gjithashtu do te kaloje"

[unclear]

( e pa qarte )

Kay, we can still do one better I think, yeah.

Kay ne mundemi te bejme akoma nje me te mire ,

That one's pretty good. It's getting better.

Ajo gje eshte shume e mire,eshte duke u permirsuar

(Music)

( Muzike )

♫ You know you can't keep letting it get you down ♫

♫ E dini qe nuk mund ta lejosh ate te te mposhtë ♫

♫ And you can't keep dragging that dead weight around ♫

♫Dhe nuk mund te vazhdosh te terheqesh ate pesh' te vdekur verdalle♫

♫ If there ain't all that much to lug around ♫

♫ Nese nuk ka aq shume per te vazhduar♫

♫ Better run like hell when you hit the ground ♫

♫ Me mire vrapo para se te biesh♫

♫ When the morning comes ♫

♫ Kur vjen mengjesi ♫

♫ When the morning comes ♫

♫ Kur vjen mengjesi ♫

♫ You can't stop these kids from dancing ♫

♫ Nuk mund ti ndalosh keta femije se kercyeri ♫

♫ Why would you want to? ♫

♫ Pse do doje ti ?♫

♫ Especially when you're already getting yours ♫

♫ Vecanerisht kur je duke e mare tenden ♫

♫ Cuz if your mind don't move and your knees don't bend ♫

♫ Sepse nese mendja jote nuk leviz dhe gjunjet e tu nuk perkulen♫

♫ Well don't go blaming the kids again ♫

♫ Epo mos shko te fajesosh femijet perseri♫

♫ When the morning comes ♫

♫ kur vjen mengjesi ♫

♫ When the morning comes ♫

♫ Kur vjen mengjesi ♫

♫ When the morning comes ♫

♫ Kur vjen mengjesi ♫

♫ When the morning comes ♫

♫ Kur vjen mengjesi ♫

♫ When the morning comes ♫

♫ Kur vjen mengjesi ♫

♫ When the morning comes ♫

♫ Kur vjen mengjesi ♫

♫ Let it go ♫

♫ Lere ate te shkoje♫

♫ This too shall pass ♫

♫Kjo gjithashtu do te kaloje♫

♫ Let it go ♫

♫ Lere ate te shkoje♫

♫ This too shall pass ♫

♫Kjo gjithashtu do te kaloje♫

♫ You know you can't keep letting it get you down ♫

♫ E dini qe nuk mund ta lejosh ate te te mposhtë ♫

♫ No, you can't keep letting it get you down ♫

♫ E dini qe nuk mund ta lejosh ate te te mposhtë ♫

♫ Let it go ♫

♫ lere te ike♫

♫ This too shall pass ♫

♫Kjo gjithashtu do te kaloje♫

♫ When the morning comes ♫

♫ Kur vjen mengjesi♫

♫ When the morning comes ♫

♫ Kur vjen mengjesi♫

♫ When the morning comes ♫

♫ Kur vjen mengjesi♫

♫ When the morning comes ♫

♫ Kur vjen mengjesi♫

(Cheering)

( Duke e mbeshtetur ate )