Alt-rockers OK Go scored a viral hit with the release exclusively on Facebook of the video for “Upside Down & Inside Out” filmed in zero-gravity — and now the video posted to YouTube by the airline the band worked with on the project has been pulled down.
Russia’s S7 Airlines, which funded the making of the video, uploaded the clip to its YouTube channel Thursday, after OK Go premiered it on Facebook. Now the video on Google’s YouTube is no longer available: “This video is no longer available due to a copyright claim by BMG_Rights_Management,” the site’s notice reads.
S7’s post of the video on its Facebook page remains live. For exclusive music-video premieres, Facebook has a window of 24-48 hours depending on the arrangement with the artist. OK Go’s “Upside Down & Inside Out” is exclusive to Facebook through Friday; the band is not receiving any revenue from the social site under the deal.
“It was unauthorized to have on YouTube,” said a rep for OK Go. “This was a Facebook premiere — exclusive for 48 hours.”
Facebook, which said its users streamed 100 million hours of video per day in the fourth quarter of 2015, has been aggressively bulking up its video business to take on YouTube.
At 8 a.m. ET Thursday, OK Go posted the video on their Facebook page. Within 24 hours, it had received 24.5 million views and 360,000 shares, and as of 1 p.m. Friday was up to 28.6 million views. S7’s repost on YouTube had more than 440,000 views before it was pulled down; the airline’s Facebook post of the video had 325,000 views as of 1 p.m. ET.
“This was about OK Go trying a new way to reach beyond our fans internationally and we felt Facebook / Instagram gave us that opportunity,” Andy Gershon, OK Go’s manager, said in an email. “Their team were incredible to work with.” He added that the band will soon release the video on Vevo “in continuing to pursue our goal of creating as many new fans of OK Go as possible with a great song that is represented by a great video.”
The “Upside Down & Inside Out” video was shot in an S7 aircraft east of Moscow with a 60-person crew, and required the band to take 21 trips over three weeks. OK Go rehearsed the elaborate weightless choreography eight times, and the final video was filmed in one take (although periods when the plane hit “double gravity” during the parabolic flight maneuvers were carefully edited out).
So far, it’s not Facebook’s biggest viral video. In November 2014, the trailer for Universal’s “Furious 7” — the action pic co-starring the late Paul Walker — was viewed more than 80 million times in the first 24 hours across multiple Facebook pages, and topped 100 million within 48 hours.
OK Go originally achieved viral fame thanks to YouTube a decade ago, most notably with their renowned “Here It Goes Again” treadmill video in 2006 and followed by several other creative and intricately staged productions. But the band has expressed unhappiness with YouTube’s economics in the past; in 2012 OK Go’s then-manager Jamie Kitman was quoted as saying at a music conference that revenue from the site was so small “it’s like finding change on the street.”