One of the most eye-catching parts of this music video is Medialine's Entertainment's choice of wigs for these boys (13 year old Nick Jonas much?). I was so confused about this during my first watch. I wasn't sure what wearing the curly hair and beanie combo would add to the video, but after a few more watches, I realized how much the video as a whole reminded me of all the boy groups I used to love in middle school.
Jonas Brothers appealed to their first audience through their fun music video with snippets of scenes from their song lyrics as well as different shots from them playing instruments in their garage. The East Light has a similar approach and is using this music video as a way to reach out to a specific type of audience.
With the "Holla" music video, the boys are making a hot mess of their parents garage, jamming out to their instruments, and being all-around playful. Although their outfit choices are distracting and a bit strange, what with the tan jumpsuits and curly hair wig and beanie combos, they're just fun and weird enough for middle schoolers, and fans their age, to become fans over. They even shift their outfits to straight blonde hair wigs and hawaiian shirts (which definitely reminded me of Year 3000) to further emphasize that fun, crazy, ridiculous youthfulness.
Rather than taking NCT Dream's approach with "Chewing Gum" and making the boys seem too boyish or too cute for their own age, Medialine Entertainment took the ridiculous and rebellious "boys will be boys" approach and making them seem more approachable for their audience. The song also does a good job of showcasing their talents as well as their childishness, but I'll speak more on that on Friday.
Let me know, through Twitter or through the Disqus comments down below, what you think about The East Light's debut MV "Holla." Are you also getting Jonas Brothers vibes? Do you think this is an appropriate concept for such a young group?
