One Direction win British Artist VideoFor the third year in a row, One Direction have bagged the British Artist Artist Video award for their ‘Drag Me Down’ music video at the BRITs 2016.
Facing a tough battle over the last five weeks to make it into the final shortlist, ‘Drag Me Down’ was one of 10 videos in this category, all selected based on number of YouTube views.
The other nominees in the British Artist Video category were: Adele - ‘Hello’; Calvin Harris & Disciples - ‘How Deep is Your Love’; Ed Sheeran - ‘Photograph’; Ellie Goulding - ‘Love Me Like You Do’; Jessie J - ‘Flashlight’, Little Mix - ‘Black Magic’; Naughty Boy ft. Beyonce & Arrow Benjamin - ‘Runnin’ (Lose It All)’; Sam Smith - ‘Writing’s On The Wall’; and Years & Years - ‘King’.
‘Drag Me Down’ made it into the final five and won the award during a live Twitter vote, which took place during the show.
Premiered in August 2015 on Vevo, the video was shot exclusively at NASA’s headquarters in Houston, Texas, and directed by long time collaborator Ben Winston.
The video shows the band preparing for and taking part in a rocket launch.
Within the first 24 hours it received over 19 million views, the most by any male act on Vevo.
To date, the video has achieved over 300,000,000 hits on YouTube.