music video analysis - Here it Goes Again By OK GO

Here we go again is one of the first music video's to come from OK GO. The video is not overly complicated and there is no narritive for the viewer to get lost in. The video appears to be one single continuous take and is not broken in jump cuts or any editing whatsoever. The camera is held in the same position throughout the whole music video which follows the band doing what looks like a very well rehearsed dance routine on 8 different treadmills. The whole video took a total of seventeen attempts for it to be completed.

On average the video lasts about 3 to 4 minutes of just the band doing this routine. But because it is so simple and yet so un-relevant to the music lyrics, it is that that draws the audience in. This is probably due to the fact that it is so different to any other music video around. Now a days most videos are very similar in the fact that someone is singing and there always seems to be a narrative or it is a performance in a studio or a live performance. In this case however, it really intruiges the audience and makes them want to carry on watching. The video is very memorable. Even if it only has 4 people in it and the same setting, background, shot and costume all the way through, the whole concept of the music video highly effective and extremely captivating.
Making the video must have been very entertaining and it was most likely very cheap to make and produce, and at the same time very time consuming for the band as had to learn the routine and practice hard to get it right.

This music video is also very different to others, as there is no sign of sexual representation, intertextuality, different settings. I get the feeling that the band want to sell themselves as freewilled, a go with the flow band, what ever comes their way band. But at the same time, the fact that they put so much time and effort into making the music video and learning the dance routine shows that they are dedicated and determined people, which shows that they will work hard at anything thrown at them.

The video was choreographed by Trish Sie and directed by Sie and the band. The music video did very well and the band were even asked to perform the routine at the MTV music video awards. It has since been viewed over 10 million times on youtube.