Ed Sheeran just premiered his music video for "Sing" on Facebook. He bypassed the industry's usual approach of putting it on YouTube and Vevo. The jam features Pharrell and a puppet version of Sheeran.

So why did he bypass YouTube and Vevo? 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. Give it a listen below: