1. DetailedMusic Video Analysis
Song: It’s Time
Artist: ImagineDragons
Director: Anthony LeonardiIII
Release Date: April17, 2012
DescriptiononYouTube: Music video by
ImagineDragons performing It's Time. ©
2012 Interscope
The video starts with the band walking through a barren wasteland beneath a dark and
ominous looking sky. Thesky begins to grow moreturbulent as the band walks pastflags and
boat wreckage, a destroyed bridge, and dead trees, which look likes a post-apocalyptic San
Francisco. Ben McKee opens a box he has been carrying and a pale light glows within. The band
removes a pebble-sized, glowing orb fromthe box. The band members dig a hole for it with
their hands, and then drop the orb into the ground.
The lead singer, Dan Reynolds then shouts, “This road never looked so lonely, this house
doesn’tburn down slowly to ashes, to ashes.” Then in the next scenethe band members are
shown running away fromtheir dig site.
A large explosion throws Reynolds into the air where he seems to levitate, which looks like the
Continued Silence album cover.
Finally, the sky begins to part and the sunlightshines through – reminiscent of heavily
inspiration.
This was the bands firstmusic video and Ian Clemmer, who created someof the visualeffects,
wroteon his website that he was asked to create “big, large scale smokeexplosions in a short
amount of time, these are the end shots of the video…”
Ben McKee said “We didn’t justwant to have a performancevideo, we wanted to have some
kind of story, somekind of, I don’t know, justscenethat capturethe feeling of the song.” This
shows thatthe band ImagineDragons didn’twantto be like all the other artists and they
wanted to create a video that was original and like something that no one has seen before. This
would make the video well known for its originality.