Now that our own music video is nearly done, it’s time for us to think about how we want to start marketing it. Of course, how Abby wants to do her own marketing is up to her but obviously we want to get our work out there and seen as well.

In the age of online media, it would seem that all you have to do is upload something to YouTube and everyone can see it, but unfortunately it’s not actually that simple. A case in point from the last week is that of OK Go and their latest music video Upside Down and Inside Out.

You might remember OK Go from their famous Here it Goes Again Video – I mentioned it in one of my posts a few weeks ago. It was one of the first ever viral videos; a one-take of the band dancing across five active treadmills. It was first uploaded to YouTube just after the site’s inception in 2005.

Since then, OK Go have become famous for their one-take videos, and their latest takes it to new heights: collaborating with Russia’s S7 Airlines the group performed a one-take routine in a zero gravity aeroplane.

Now that in itself is worth writing about, but the reason I’m interested in this video, particularly in the wake of us distributing our video, is to do with the way it was marketed.

Despite the fact that many would say OK Go owe their fame to YouTube, the group abandoned the platform and decided to upload this video only to Facebook. In fact, when S7 Airlines uploaded the video to their YouTube account, the band’s management requested that it be taken down. This is why I can’t show you the video – I can’t embed a Facebook video without being on Facebook myself (but you can see it here).

I think it’s an interesting move. Supposedly the band are going to take the video down after 48 hours, so I can only assume their plan is to create hype and buzz to get more people interested. However, some fans have been disappointed by the decision, and personally I think putting your fans offside is one of the worst things you can do.

Nonetheless, it gives you something to think about. I don’t think we’d be able to go down the ‘create 48 hours of worldwide hype’ road, but looking at different media platforms and their different audiences is an important part of marketing our own music video.