Michael Moursi: OKGo Music Video Analysis

I have watched and analysed OKGo's music videos. The bands star persona if much different to other bands and artists. The videos they make are extremely unique as there is no intertextuality involved in their videos. Almost all their videos are captured in one shot and are not really edited at all. They rely on perfect choreography and appealing distractions in their videos, instead of focusing on editing techniques. All members of the band are always featured in their videos. Pretty much everyone band member is equal in their music videos, instead of having one main focus, such as one singer. Here is an example of an OKGo music video. This is called 'Here It Goes Again'. It has amazing choreography, and it is a unique style of music video. It is taken in one entire shot:



There is not much use of Goodwin's theory in OKGo's music videos. The seem to be almost going against the theory, which is quite interesting. OKGo has definately ignored genre characteristics. They like to put their own spin on things. The visuals and lyrics do not exactly match together. The only use of Goodwin's theory is the need to sell the artist. They do this by creating visually appealing things in their videos. Apart from 'Here It Goes Again', here is another music video by the band called 'This Too Shall Pass'. It has the most amazing domino chain which keeps the viewer gripped from start to finish. It is a great way to sell the artist:



OKGo's target audience is anyone who can enjoy a good quality video. It does not matter what age or gender you are, the band's take on music video is very special, as everybody can watch it. This results in a large, diverse fanbase. When it comes to their music however, they would have a fixed target audience of young teenagers or young adults, either male or female.

Our target audience for our music video are teenagers or young adults, mainly females as they are more into indie bands such as 'One Night Only'. To attempt to target that audience, we would follow the conventions of a indie music video, for example having the band perform and to include elements of voyeurism so the viewer can see what the artist does in his social life. Also with our ancillary products, we would make sure that they are really appealing to the eye, plus to include members of the band on the cover of the digipak or on the magazine advert so our target audience would hopefully buy our material.