Watch this now: OK Go's "This Too Shall Pass"
I passed along on twitter yesterday a piece on NewTeeVee once again lamenting the sad state of record label affairs that block embedding of many music videos. Videos are often also geoblocked, meaning they're not viewable in many non-US countries.
That's, sadly, business as usual for major label releases these days, as we lamented last year in this blog post.
So I'm both amused and encouraged that OK Go's own singer, Damian Kulash, took the time to comment himself on NTV's blog:
Here it is on Vimeo:
OK Go - This Too Shall Pass from OK Go on Vimeo.
The indie rock band was but a blip on the mainstream music scene until 2006, when it made jaws drop with the viral smash video for Here It Goes Again. Four dudes took eight treadmills and made one of the most joyful and exuberant music videos of the 2000s, and its online success (currently approaching 50 million views on YouTube) created a worldwide audience for the band.
However, last Friday OK Go premiered a stunt-heavy music video for the new single This Too Shall Pass, featuring a cast of 200 — including the Notre Dame marching band — who perform the tune in one take, with some fun surprises along the way. Alas, though, the video has so far only acquired about 10,500 views, which is surely disappointing to the band, yet easily explained: The video is geoblocked by Capitol Records in many international locations, and embedding in all regions has been disabled.
That's, sadly, business as usual for major label releases these days, as we lamented last year in this blog post.
So I'm both amused and encouraged that OK Go's own singer, Damian Kulash, took the time to comment himself on NTV's blog:
We’re incredibly upset that the youtube versions of our videos can’t be embedded. Just one more example of major labels accelerating their own demise. We (and every individual band out there) have exactly zero leverage in this particular battle, however. So we post to other sites as well. The TTSP video will be on vimeo today. This kind of fragmentation means we’ll probably never see the likes of 50 million hits on a single posting ever again, but who cares?
Here it is on Vimeo:
OK Go - This Too Shall Pass from OK Go on Vimeo.
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