This music video by 'OK GO' fits into the amplification/ disjuncture genre category. It was very basic and simple but the routine that the band do keeps the viewer intrigued which makes the video so unique. It is very unusual as it is so different to other music videos with the same music genre but the lack of conventions used make it stand out more. The costumes that they wear make them look quite trendy and fashionable so the viewers and fans would think that they fit into the current music industry. The colours that they wear break up the lack of set and lighting. There is no mise en scene as it is just a plain room with a silver background, this makes you concentrate more on the band and their routine on the running machines. There is no story to the video and the lyrics have no meaning to the actions and movements of the band themselves. The routine is in time with the music so this is the key feature that is noticed. The song is very repetitive and the lip syncing is very accurate which makes you focus more on the song. There is no camera movement or challenged camera shots that are used which is also very unusual for a band performance. The routine on the treadmills is quite complex and the lip syncing adds humour so it keeps the viewers hooked.
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