OK Go Monetizes a Vid. Suddenly, the Discussion Shifts

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(The following is a developing story, stay tuned as we learn more details.)

OK Go singer Damian Kulash has been highly vocal against EMI, specifically over its controversial decision to disable YouTube embedding.  That includes the groundbreaking “Here It Goes Again,” one of the biggest and most viral videos of all time.  In the most recent protest, Kulash penned a lengthy op-ed in the New York Times, where he noted that 90 percent of viewing activity had been chopped by the embed restriction.  “Our last royalty statement from the label, which covered six months of streams, shows a whopping $27.77 credit to our account,” Kulash relayed.

In the op-ed, Kulash noted that “Here It Goes Again” resulted in packed shows, lots of notoriety, and most importantly, a “black number in our column.”  This is not the first public retort from Kulash, and both fans and the blogosphere have largely lashed out against the label for its short-sightedness.

But the plot is suddenly thickening.  Turns out that the upcoming (and updated) video for “This Too Shall Pass” is being sponsored by State Farm – and as a result will be completely embeddable.  Perhaps EMI simply wants more than just a reaction from related revenue-generators, instead preferring direct video monetization as well.  Is that the better model – and a way for EMI to have its proverbial cake, and eat it, too?

Currently, details on the sponsorship are developing, though the song is slated to premiere imminently on okgo.net (reports vary on the exact delivery time).