OK Go explain why you can’t embed their new video

The band OK Go has a new video for their song “This Too Shall Pass”, but you’re not allowed to post it on your website. Now, this is a band that owes much of it’s exposure to the viral web. How many people first heard about OK Go because of their treadmill video?

Why, you might ask, would this new video be any different?

The catch: the software that pays out those tiny sums doesn’t pay if a video is embedded. This means our label doesn’t get their hard-won share of the pie if our video is played on your blog, so (surprise, surprise) they won’t let us be on your blog. And, voilá: four years after we posted our first homemade videos to YouTube and they spread across the globe faster than swine flu, making our bassist’s glasses recognizable to 70-year-olds in Wichita and 5-year-olds in Seoul and eventually turning a tidy little profit for EMI, we’re – unbelievably – stuck in the position of arguing with our own label about the merits of having our videos be easily shared. It’s like the world has gone backwards.

Pretty much describes what’s wrong with the music industry these days.

So instead, let me invite you to enjoy this great little video of OK Go practicing “This Too Shall Pass” with a choir for a performance on the Tonight Show.

02.10.2010Tagged with: