OKGo Music Video Analysis

OKGo have a different star persona to most other artists, the members of the band feature prominently throughout all of their videos however the audience would mostly be distracted by the things going on around them. They make their music videos very original, creating ideas that have never been done before in music video and this makes their star persona focus on the creativeness included in the video and not necessarily the music itself or the band members. An example is in the music video 'This Too Shall Pass' which is a one take music video of a domino effect chain of events which would keep the audience interested.



Goodwins theory is prominent in their music videos, especially music/visuals as there is a large amound of editing on the beat, one music video I watched called 'End Love' used editing on the beat very well and is a well shot music video. Genre characteristics are thrown out the window in the video, with them being a alternative rock group the videos don't represent this at all. The need to sell artist is a Goodwin point included, as the band members are included throughout the whole video, its just that other things distract your attention. Apart from those two points the other Goodwins points aren't really referenced, which shows they are rebelling against the norm and trying to do somthing different.




The target audience for OKGo is anyone really, they can appeal to all ages through their fun and interesting approach to their music videos. As they are dominantly a alternative rock band, it shows they are trying to appeal to a different target audience, probably still teenagers and young adults but people in that age range that prefer maybe mainstream pop or other genres. Through the modern technology use and wide range of different editing techniques used, like the way they have sped up the video 'End Love', this has been achieved by them sufficiently. This helps them to appeal to an alternative audience, and also they do this by making their videos more mass market and so they extend their audience wider than what would be expected, incorporating all different ages and different people to create a more diversified fan base.

For our music video, we are going for a target audience within the genre of indie rock, which is teenagers and young adults like for OKGo. We are appealing to them through adhering to the genre characteristics that indie rock videos carry, with there being narrative and performance sections to the video, and also through our plans for the digipak and magazine advert, in researching what other bands and groups have done, like including mainly either the band or a drawing on the covers.