Ed Sheeran premiered his music video for "Sing" exclusively on Facebook on Thursday, bypassing the industry's traditional approach of debuting videos on YouTube and Vevo.
The British musician's video for the uptempo guitar jam features Pharrell and a puppet version of Sheeran. The clip focuses on the red-headed, intoxicated puppet, who goes wild with a harem in a stretch limo and group of businessmen at a karaoke bar.
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The social network has previously debuted music videos and song clips from such artists as Jay Z ("Holy Grail"), Bruno Mars ("Gorilla") and Mariah Carey ("The Art of Letting Go").
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Post by Ed Sheeran.
Facebook secured 24 hours of exclusivity for the "Sing" music video, and it will eventually appear on YouTube and Vevo on Friday.
“Sing” is the first single from Sheeran's sophomore album, X. which arrives June 23.
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