OK Go - Here It Goes Again

Concept



This is concept based music video by the band OK Go, called Here It Goes Again. From first looking at the music video we can see that it has absolutely nothing to do with the song. This video shows the band performing a dance routine on 6 treadmills, a very original and abstract idea that has never been done before for a music video. It would have had to be shot in one take for continuity, which would have put pressure on the band members to not make any mistakes. The routine is flawless in the video, apart from at about 1 minute in where the man on the front left treadmill starts to fall off, but it is barely noticeable as he recovers well. Another point in the video that could have been as mistake is the very beginning where the man is trying to turn on the CD player and it wont work, however this could have been a deliberate mistake to add humour to the video. The routine is in time with the music and the band tend to do tricks in their routine at key points during the song, making the routine more catchy and eye grabbing, making viewers want to keep watching. This concept was a very simple, yet effective video and soon became a viral hit, giving the band much promotion and success.

It's a very original idea and fits in well with the meaning of concept. I think that this video appeals to people that don't have a particular genre they stick to, because it's so random, people that you may not expect to like it, might actually do so. The randomness oft he video is what makes you want to watch it again and again. I think it gets funnier every time, even though i know whats going to happen. Even though the song is a fast tempo, i think the video and what they are doing is very slow compared to the song.

The only camera angle that has been used is an establishing shot showing the mise-en-scene and everything in it. This means that the camera would have been in one position throughout the recording of the music video, because we see no movement. I think it works well becasue we dont need to see anything else that goes on outside of the frame, because it's all going on on the treadmills. I think that if there was a selection of camera angles used then it wouldn't have the same impact like this does, where only one has been used.

Even though it works there are many limitations as to what i can analyse. The setting in which they have filmed this looks like a studio and they have put up a cover to form as the blank canvas, in which they can perform their routine on the treadmills. It's a very basic setting and is very simple compared to some of the lengths that other artists go to. What they lack in setting and camera shots, they make up for in their concept idea. You can tell by watching it that it was well rehearsed, and they took risks in that anything could have gone wrong. The equipment they used couldnt have caused them injury if one of them had messed up, so it shows that when you take risks, they can pay off in a positive way. They are now recognised as a band that creates elaborate and quirky music videos. The style of video added to their success and it led to them winning a grammy for Best short Form Music Video.