The British-Irish boy band One Direction was forced to release the official promotional video of its latest single, "Live While We 're Young," Sept. 20 before the scheduled date of Sept. 24, 2012, when a poor quality one-minute video clip was leaked online early Thursday morning on YouTube.
An announcement of the official premiere of the video would have been made after the scheduled worldwide release of the song Sept. 24. However, the video came out an hour after the song was put up online, much to the delight of the scores of fans from all over.
A representative from their record label, Sony music, stated, "The band did not feel that it was right or appropriate for the fans to hear the track as this illegal upload."
The official Twitter account of the group posted the following announcement on their page: "Directioners! Just to confirm, the radio premiere for #LiveWhileWereYoung will be at 5pm GMT tonight with the video going live at 6pm GMT! We hope you're excited! 1DHQ x #LWWYVideoPremiere."
The pop band said, "We wanted our fans to see the video and hear the single in the proper way so we've moved the premiere to tonight."
Within an hour of this post being made public and the song premiered online that #lwwy, the acronym used on Twitter, became a trending topic with fans raving about it. The band has regularly promoted and updated its followers about the upcoming song release from their latest album "Take me Home," releasing in November, via Twitter, Facebook and during interviews.
The video features the five band members clowning about on a campsite and splashing in a lake. This number, which sticks to their upbeat and peppy style, features vocals from Zayn Malik. While Harry Styles and Liam Payne shone in the first two singles "What Makes you Beautiful" and "One Thing."
Another British pop sensation and new father Robbie Williams was in the news sometime back for admitting to being jealous of One Direction. However, he recently refuted the claim saying, "I am quoted as saying, 'Robbie Williams slammed One Direction. Robbie Williams had a go at One Direction'. I really didn't - I love the boys...I'm looking forward to seeing where the road takes them for many years to come I hope. They do perform like they've never met each other and there's a certain charm to that too. It's brilliant," as reported by BBC Newsbeat.
Having netted around $100 million over the past two years and with three Video Music Awards to One Direction's credit this year, it's no wonder that The Huffington Post has reported "Live While We're Young" as one of the fastest selling pre-ordered singles in history.