Adam Sadowsky: How to engineer a viral music video

41,742 views ・ 2015-07-20

TED


请双击下面的英文字幕来播放视频。

翻译人员: Lili Liang 校对人员: Angelia King
00:15
Hi 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, machines and life.
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音乐,机器和生活。
00:22
Or, more specifically,
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或者,更具体地说,
00:25
what we learned from the creation of a very large and complicated 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 video.
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我们学到了什么。
00:30
Some of you may recognize this image.
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在座可能有人认得这个画面。
00:32
This is the opening frame of the video that we created.
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这就是我们制作的视频开场。
00:35
We'll be showing the video at the end,
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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 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 of the song is "This Too Shall Pass" --
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这首歌的名字叫“一切都会过去”——
00:48
we were really excited because
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我们当时非常兴奋因为
00:50
they expressed interest in building a machine that they could dance 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 about this
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我们听了非常兴奋,
00:55
because, of course,
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因为,当然啦,
00:57
they have a history of dancing with machines.
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他们有一段与机器共舞的历史。
01:00
They're responsible for this video, "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 views on YouTube.
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在YouTube上获得超过五千万播放次数。
01:05
Four guys dancing on treadmills,
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四个男人在跑步机上跳舞,
01:08
no cuts, just a static camera.
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没有剪接,只使用了一架固定摄像机。
01:10
A fantastically viral and wonderful video.
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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 about working 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 of started 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 that they wanted
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他们解释说他们想要
01:19
kind of a Rube Goldberg 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 Goldberg machine
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鲁宾·戈德堡装置
01:26
is a complicated contraption,
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就是一套复杂而奇妙机器,
01:28
an incredibly over-engineered piece of machinery
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一组令人煞费苦心制造出的机械装置
01:31
that accomplishes a relatively simple task.
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只为完成一个相对简单的任务。
01:34
So we were excited by this idea,
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这个设想让我们跃跃欲试,
01:36
and we started talking about
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于是我们开始商量
01:38
exactly what it would look like.
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这套机器该是什么样的。
01:40
And we came up with some parameters, because,
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我们提出了几套方案--
01:42
you know, building a Rube Goldberg machine
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要知道,制造一套鲁宾·戈德堡装置
01:44
has limitations,
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是有很多局限的,
01:47
but it also is pretty wide open.
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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 video.
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能在音乐视频中派上用场。
01:55
So we came up with a list of requirements,
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因此我们列出了一些要求
01:58
the "10 commandments,"
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称之为“十诫”,
02:00
and they were, in order of ascending difficulty:
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内容如下,按难度的升序排列:
02:03
The first is "No magic."
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第一条是“不玩魔术”。
02:05
Everything that happened on screen had to be
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镜头里的所有东西都必须
02:07
very easily understood by a typical viewer.
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让一个普通观众很轻易就能看懂。
02:09
The rule of thumb was that, if my mother couldn't understand 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 use it in the video.
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那么我们就不能用它。
02:14
They wanted band integration,
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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 upon the band members,
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机器必须作用于乐队成员的身上,
02:19
specifically not the other way around.
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而尤其不能反过来。
02:21
They wanted the machine action to follow the song feeling.
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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 picks up emotion,
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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 in its process.
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运作规模越来越大。
02:30
They wanted us to make use of the space.
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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 warehouse we were using,
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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 between two floors.
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把它分成两层楼。
02:37
It included an exterior loading dock.
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它包括一个外部装卸支架。
02:39
We used all of that, including a giant hole in the floor
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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 descended the camera and cameraman through.
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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 to oblige.
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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 would start the music.
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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,
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这样机器就启动了,
02:52
it would travel some distance,
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它会经过一段路程,
02:54
reacting along the way,
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沿途进行各种反应,
02:56
hit play on an iPod or a tape deck
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启动一台iPod或卡带机
02:58
or something that would start playback.
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或者其它有重放功能的设备。
03:00
And the machine would maintain synchronization throughout.
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第七,机器的全程运转与音乐同步进行。
03:03
And speaking of synchronization,
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讲到同步进行,
03:05
they wanted it to sync to the rhythm
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他们特别要求机器必须与节拍同步,
03:07
and to hit specific beats along 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)
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行。(笑声)
03:14
They wanted it to end precisely 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 to finish timing has to be perfect.
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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 to drop out
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第九,他们还要求音乐暂停
03:22
at a certain point in the video
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在视频中某一特定时间点上,
03:24
and actual live audio from the machine
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然后由机器自带的音频来
03:26
to play part of the song.
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播放歌曲的一部分。
03:29
And as if that wasn't enough,
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好像这些都还不算什么,
03:31
all of these incredibly complicating 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.
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他们还要求全程一镜到底。
03:36
(Laughter)
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(笑声)
03:38
(Applause)
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(掌声)
03:43
Okay.
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好吧。
03:46
So, just some statistics
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那么,下面这些数据
03:48
about what we went through in the process.
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是从我们工作的过程中统计的。
03:50
The machine itself has
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机器本身有
03:52
89 distinct interactions.
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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
03:57
to get it on film
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为上镜头之后
03:59
to our satisfaction.
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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 successfully completed their run.
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只有三次圆满完成运作。
04:07
We destroyed two pianos
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我们总共弄毁了两架钢琴
04:09
and 10 televisions in the process.
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和十台电视机。
04:12
We went to Home Depot 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)
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(笑声)
04:17
And we lost one high-heeled 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, Heather Knight,
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那是当我们的一位工程师海瑟·奈特,
04:22
left her high-heeled shoe -- after a nice dinner,
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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 --
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她回到工房——
04:26
and left it in a pile of stuff.
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把鞋落在一堆杂物中。
04:28
And another engineer 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 up using it as a really nice trigger.
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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 in the machine.
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它事实上就在机器中。
04:35
So what did we learn 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 this,
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完成了这项工程以后,
04:39
we have the opportunity to step back and reflect
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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 that small stuff 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
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那些木制轨道上的小珠子
04:48
are really susceptible to
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非常容易受
04:50
humidity and temperature and a little bit of dust,
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湿气,温度,和哪怕一点灰尘的影响。
04:52
and they fall out of the tracks,
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它们从轨道上滚落
04:54
the exact angles makes it hard to get right.
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很难把握角度的精准度。
04:56
And yet, a bowling ball will always follow the same path.
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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 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;
05:03
it will pretty much get where it needs 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 stinks, we needed somewhere to start,
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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 to go.
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这样才能知道该往哪走。
05:09
And so you have to start with it. You have to focus 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 stinks,
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琐碎小事让人头疼,
05:14
but, of course, it's essential, right?
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但是,当然,它不可或缺,对吧。
05:16
What else? Planning is incredibly important.
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还学到什么了呢?计划是至关重要的。
05:19
(Laughter)
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(笑声)
05:23
You know, we spent a lot of time ideating
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你知道,我们花了大量时间构思
05:25
and even building 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 plan
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有句话说得好:“纸上谈兵
05:29
survives contact with the enemy."
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不及临阵对敌。”
05:31
I think our enemy was physics --
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我认为我们的敌人是物理学。
05:33
(Laughter)
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(笑声)
05:35
and she's a cruel mistress.
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它可是一位难伺候的主儿。
05:38
Often, we had to pull things out as a result
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我们往往不得不把一些东西去掉
05:40
because of timing or aesthetics or whatever.
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为了保证时间或美观性等等。
05:43
And so while planning is important, so is flexibility.
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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 up
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这些都是
05:48
not making it into the final machine.
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没有入选最终成品的部分。
05:50
So also, put reliable stuff last,
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另外,要把可靠的部分放在最后,
05:54
the stuff that's going to run every 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 here.
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这就与小件到大件的安排有关了。
05:59
The little Lego car in the beginning of the video
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在视频开头的小乐高玩具车
06:02
references the big, real car
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与视频结尾时
06:04
near the end of the video.
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那辆大的真车相比,
06:06
The big, real car works every time; there's no problem 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 to try to run off the track
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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.
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这就成问题了。
06:13
But you don't want to have to reset the whole 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 car at the end doesn't work, right.
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而重置整台机器。
06:17
So you put that up front so that, if it fails,
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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 you know
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至少你知道
06:21
you don't have to reset the whole 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 difficult moments in the building 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 in this tiny, cold warehouse.
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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 elation that we had
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而最后我们兴高采烈地庆祝
06:37
when we finally completed it.
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圆满完成任务。
06:39
So it's important to remember that whether 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."
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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)
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(掌声)
06:52
And now to introduce
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下面请欣赏
06:54
their music video,
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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. Hello TEDxUSC.
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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. 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 TEDxUSC.
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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 Curiosity Cabinet?"
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我们是OK Go。你们读过《自然奇珍》吗?
07:11
I mean, "Curiosity" -- excuse me.
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我说的是,“奇珍”--不好意思。
07:13
Let me start again.
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我重来一边。
07:15
We need some more ridiculous things besides "The Cabinet of Natural Curiosities."
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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 sundial hat.
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蒂姆的日晷帽。
07:20
Have you seen the new work they've done to the Waltz Towers?
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你们见过新建的瓦尔特塔吗?
07:22
Sorry, start again.
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对不起,重来。
07:24
(Barking)
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(狗叫声)
07:26
Dogs.
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狗来了。
07:28
Hello, TEDxUSC. We are OK Go,
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TEDxUSC,你们好。我们是OK Go,
07:30
and this our new video, "This Too Shall Pass."
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这是我们新的音乐视频,“一切都会过去”。
07:33
[unclear]
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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 pretty good. It's getting better.
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刚才那段还不错。有进步。
08:04
(Music)
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(音乐响起)
08:21
♫ You know you can't keep letting 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 that dead weight 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 around ♫
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♫如果没有什么让你踌躇不前♫
08:36
♫ Better run like hell when you hit the ground ♫
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♫那么跌倒之后你最好拼命奔跑♫
08:44
♫ When the morning comes ♫
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♫当清晨来临时♫
08:50
♫ When the morning comes ♫
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♫当清晨来临时♫
08:56
♫ You can't stop these kids from dancing ♫
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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 when you're already getting yours ♫
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♫况且你已经得到了你应得的♫
09:08
♫ Cuz if your mind don't move and your knees don't bend ♫
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♫如果你思想保守,不肯屈服♫
09:11
♫ Well don't go blaming the kids again ♫
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♫就别再责怪孩子♫
09:19
♫ When the morning comes ♫
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♫当清晨来临时♫
09:25
♫ When the morning comes ♫
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♫当清晨来临时♫
09:31
♫ When the morning comes ♫
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♫当清晨来临时♫
09:37
♫ When the morning comes ♫
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♫当清晨来临时♫
09:40
♫ When the morning comes ♫
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♫当清晨来临时♫
09:43
♫ When the morning 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 ♫
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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 ♫
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♫一切都会过去♫
10:18
♫ You know you can't keep letting 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 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 ♫
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♫一切都会过去♫
10:40
♫ When the morning comes ♫
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♫当清晨来临时♫
10:46
♫ When the morning comes ♫
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♫当清晨来临时♫
10:52
♫ When the morning comes ♫
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♫当清晨来临时♫
11:04
♫ When the morning comes ♫
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♫当清晨来临时♫
11:13
(Cheering)
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(热烈欢呼)
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