I chose this video because I think the actual concept of the video when described to a person, can sound quite monotonous and not very appealing to watch, however when you actually watch the video you come to realise how interesting it really is and how exciting it is to watch. Therefore I thought it would be a good video to analyse.
Textual Analysis
This video is set in what looks like a studio/indoor open space. It is a plain setting, with a plain background. The only props in this video is the 4 treadmills that the 4 band members do a dance routine on. They are all wearing peppy clothes, the way they normally would dress as a 4 piece in everyday life. They haven't dressed up for the video, or made the video a big show like other artists may do so. The lighting in this video is bright, everything is clear, which suggests a happy mood. It is a fast paced, interesting routine although the concept is boring, the finished video keeps the audience hooked because it is so different. Also in terms of camera angles, there is only one. This is unusual for any kind of video especially a up tempo music video. The camera does not move from start to finish. The establishing shot is the only shot in the whole video. There are no pans/zooms/fades etc. It seems as if the camera has been placed on a tripod and just left to record the video in one shot as there also no visible cuts. This means there has been NO editing involved in this video as it has been filmed in one long piece. The sound reflects the actions of the movement, i.e. at the start when the music is quiet there is no movement however when the music starts, the dance routine kicks in. Also when the music goes fast paced, the actions also speed up.
Genre
I would sum OK Go up as a rock band but not traditional heavy bass rock. More of an alternative, pop rock sound. However, their music is appreciated by many different audiences, not just the rock fan base. I am not a huge rock fan, however, I think OK Go are refreshing as they give the rock genre a new feel.
Audience
BBC Music believes the audience for OK Go are teenagers that go to college and party all day/night. However personally, I think OK Go are for all ages and all people. They show through their versatile quirky videos, that they are not signposted to just one audience, they have many different qualities to them as a band that they appeal to all types of people.
Form
I think this video is a 'performance' video. Although it isn't a very typical 'in your face' performance video, it still shows the band performing a dance routine on gym equipment, showcasing their musical talent.
Context
The video was directed by 'Trish Sie' and the band themselves. It took 17 attempts to film the complete video in one single take. It was also choreographed by 'Trish Sie'. Time magazine awarded this video in its 'Top 30 All Time Best' for music videos. It also won a grammy award for the best short form music video in 2007 and a youtube award in 2006 for being the most creative video.
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