OK Go’s latest brand partnership is with Russian firm S7 Airlines, for a new video for the band’s song ‘Upside Down & Inside Out’.

“We shot this in zero gravity, in an actual plane, in the sky,” its introduction explains, before the band merrily throw laptops, paintballs and one another around the cabin.

It makes treadmills look old hat, for sure. But there’s something interesting about the way the video has been distributed on its first day: it’s on OK Go’s Facebook page, where it has already been watched more than 22m times.

What about YouTube? Well, there’s a teaser video of the band explaining that the video is out – BUT with a link to the Facebook version to actually watch it.

Naturally somebody has already ripped the latter and uploaded it to YouTube, but it’s interesting to see Facebook prioritised for a band whose recent fortunes have been so bound up with YouTube.

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