Unfortunately for OK Go, there's little to no chance that any of their music videos are going to go viral again and get 50 million hits, because as lead singer Damian Kulash puts it, "you can't embed diddlycrap." In an open letter to fans, Kulash offers up a lengthy explanation as to why the decision was made, why it sucks, and why it's a good thing (for some). Oh, and there's an apology thrown in there as well.
"We've been flooded with complaints recently because our YouTube videos can't be embedded in websites, and in certain countries can't be seen at all," Kulash starts off. "And we want you to know: we hear you, and we're sorry. We wish there was something we could do. Believe us, we want you to pass our videos around more than you do, but, crazy as it may seem, it's now far harder for bands to make videos accessible online than it was four years ago."
Kulash goes on to describe record labels as a sort of necessary evil which front all the money to distribute and promote albums, press CDs, make videos, and everything else that "adds up to a great deal more than we have in our bank account." So it's the labels' right to cash in everywhere they can. After all, "they need new shoes, just like everybody else."
That doesn't mean OK Go agrees with EMI's decision, and on the contrary, Kulash says, "It's a decision that bums us out. We've argued with them a lot about it," to no avail, obviously. So "in the meantime, the only thing OK Go can do is to upload our videos to sites that allow for embedding, like MySpace and Vimeo. We do that already, but it stings a little. Not only does it cannibalize our own numbers (it tends do do our business more good to get 40 million hits on one site than 1 million hits on 40 sites), but, as you can imagine, we feel a lot of allegiance to the fine people at YouTube."