Task 5

OKGo Artists Analysis

I have researched the band OKGo, and watched five of their music videos.

OKGo have an interesting star persona, in the sense that their videos manage to include the band in almost every shot, yet they are never the centre of attention. In effect, the bands star persona is focused on their artistic creativeness outside of music, resulting in very technical, interesting to watch and original music videos.

As OKGo's videos are very technical, it is no surprise that they display many applications of Goodwin's theory. Editing to the beat is used to great effect in their video for 'End Love'.

In this screenshot editing to the beat is being combined with excellent use of micro elements such as mise en scene, resulting in the video being very interesting to watch. There use of editing to the beat may also help their audience connect the impressive video to the song, helping them to sell their music.




I believe the bands target audience is teenagers and young adults. I believe this because there music is almost less important than their videos in terms of what makes them stand out from the crowd as a band. Therefore OKGo are much more likely to appeal to a younger audience with a greater interest in modern technology person than someone over fifty, for example. They are attempting to appeal to an almost unique target audience within the music industry. By producing very creative and technical music videos, the band are very appealing to people with an alternative taste in music and an appreciation for technology, media, filming or editing.

In contrast to OKGo our target audience for our music video is most definitely more mass market, as pop music is very popular and successful pop artists are always being played on the chart shows of music video channels such as MTV Hits. We are attempting to target this audience by adhering to many of the stereotypes of the pop music video. An example of this is that we are making great use of cutting between different scenes of the singer performing. Bellow is an example of this format being used in Adele's music video for Rolling In The Deep, a successful pop song.