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Monday, 20 September 2010

Music Video Analysis- Here it Goes Again by OK Go - Joe Jones

The Music video i have chosen to analyze is OK Go's rather infamous video 'here it goes again'.
The video features the band performing a dance routine on four treadmills. It breaks a number of conventions in that:

. There is only one shot used in the entire video; a long shot depicting the band frolicking on the treadmills
. There is no dramatic lighting used whatsoever.
. There is no narrative/storyline at all

What I like about it is the sort of 'Home Video' effect it has, which makes it incredibly endearing as a video. It doesn't take itself too seriously and essentially almost mocks itself, all part of its appeal. Also, the four machines are nicely positioned facing each other so that the video has a beautiful symmetry to it. All of these factors made it very accessible and relatable for a working class audience and contribute to make a superb music video, and this is it exactly why it is one of the most watched music video on YouTube with over 50 million views!

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