This music video for Bon Jovi's song "It's My Life" shows it is a rock song through its loud, fast music and darker scenes. The lyrics promote living life to the fullest without fear. In the video, the main character risks his life jumping off bridges and running through traffic to get to his girlfriend, illustrating the message of not fearing anything. Close-ups of Bon Jovi and crowds facing him promote the artist, as record labels want videos to focus on and feature the performing group.