Paul McCartney has been at the forefront of everything for four decades – music, technology, animal rights, marrying women who are almost impossible not to dislike – and now Paul McCartney's only gone and discovered YouTube, hasn't he.
And, seriously people, this is the reason why Paul McCartney's such a genius. He's seen how OK Go's career took off after the band members choreographed an elaborate treadmill dance routine, and he wants in, goddammit. That's why, to promote his new single Nod Your Head, Paul McCartney has posted a video on YouTube of him… nodding his head. For 26 seconds. Incredible. However, Paul McCartney's death-defying head-nodding video seems to have caught on, with everyone from children to dogs to Ringo Starr all joining the slightly tiresome head-nodding YouTube craze. It's enough to make you wish that Paul McCartney's new single was really called Stab Yourself In The Eye With Whatever's Nearest To You. Go On, Do It. Stab Yourself In The Eye You Idiots.
So long as you overlook the marriage to the one-legged German porn-book model, Paul McCartney seems to have his head pretty much screwed on. He knows that the only way he can sell music any more is by pulling off all kinds of elaborate stunts to draw attention to himself, whether it's singing to astronauts or only selling his music to smug coffee drinkers or twatting about on a mandolin like some sort of awful bastard on an iTunes commercial or pretending to care about animals. But even Paul McCartney has to admit that he's got his work cut out for him this time.
Paul McCartney is about to release a song called Nod Your Head – and the thought of promoting the second single from a 65-year-old man's 42nd non-Beatles album that most fans already own anyway must have been keeping someone awake for nights. But then inspiration struck – why not harness the power of YouTube? After all, if YouTube can make a star out of a disturbingly unstable Britney Spears fan, then it can surely help Paul McCartney sell a few singles. But what could Paul McCartney do in this YouTube video? Could Paul McCartney ghostride the whip? Could Paul McCartney happyslap a chav on a Scottish council estate? No, since Paul McCartney's new single is called Nod Your Head, Paul McCartney's YouTube video involves him… you're one step ahead of us here, aren't you. Hello reports:
He's been around the block in the course of his marathon music career yet Paul McCartney has lost none of his affinity with youth culture it seems. His contribution to the online scene was a clip of himself and pals – including Kate Moss' former boyfriend Jefferson Hack – nodding their heads to the strains of one of the tracks from his new album Nod Your Head. Now thousands of fans have responded to the 26-second clip by posted their own versions on youtube.com. Some of the best efforts – which come from all over the world – include a class of nursery school children, and shots of nodding dogs in Canada. Fellow Beatle Ringo star has even got in on the act, posting his own head-bobbing clip.
And if you're having trouble visualising what Paul McCartney looks like when he nods his head, here's the video…
It's not just on YouTube that Paul McCartney's head-nodding craze has taken off, either. Spend any amount of time outside and you'll see the whole world has taken Paul McCartney's message to heart, with people now signifying an affirmative response to questions by mimicking McCartney's ground-breaking trend. Notice the inclusion of the Children In Need mascot in the Nod Your Head video, too. That might mean that Paul McCartney is doing this for charity. But it might not be, it might just be that he thought he'd sell more records if he alluded to poverty-stricken children in it. We don't know, it's not like we've researched it or anything.
Of course, if this all goes well for Paul McCartney then we can expect him to utilise YouTube each and every time he releases a record. We'll see what Paul McCartney manages to dream up when his next single comes out, the provisionally-titled Go Go Go Go Go Eat Your Melted Shit.