When Mike Rosenthal took over as digital strategist for the band OK GO last year, he found himself tasked with helping the band find a way to expand on an online presence that was already legendary in the music world. Building off the success of the infamous “treadmill video,” he worked with the group to take their viral videos to the next level. In this interview with CD Baby President Brian Felsen conducted at this year’s SXSW, Rosenthal explains the roadblocks the band was met with as they unveiled their new plan, how they dealt with pressures from their label, and the secrets behind a successful viral video.