Zero gravity music video releases on Facebook only and not on YouTube

With so much competition in the music world, artist try new stunts to rise above the clutter by thinking way outside the traditional box. There are surprise single releases which are leaked online or music tracks that are only available to Apple Music subscribers.  Each one of these stunts is a way to differentiate. A way to stand out and gain fans.

This was the challenge that OK Go was facing too when they wanted to release their latest music video.  And they thought way outside of the box – in fact so far out of the box it was  zero gravity space type of thinking.

Ok Go did two things to see their latest music video “Upside Down & Inside Out” see over 14.7 million views and counting.

Stunt 1 – zero gravity.

No wires. No Green screen is how the video starts as the crew is seen seated on the S7 Airlines zero gravity aircraft. As the music starts they preform gravity defying flying acrobatics  during the free fall state of the plane where gravity is neutralised. The results are spectacular !

Stunt 2- Facebook Only

Usually artist release their videos on YouTube. No this one. YouTube fans of the group were treated to teaser videos but the final video was only released on their Facebook page. At the time of posting this there were several copy-video that made their way to YouTube but none are from the group.

In an interview with Ad Week, singer Damin Kulash explained that :

“With each video, we’re trying to find a new creative challenge for ourselves, and the launches feel the same way,” Kulash said. “The stars aligned with Facebook this time, and we were excited to try something new.  A decade ago, we fell into a great thing, making our own videos—we found both a new creative outlet and new connection direct to our fans, but it was only possible because we were willing to experiment with new ways of reaching people.”

The band also passed along some stats that were provided by Facebook:

check out the full Facebook video here: