How might this video be consumed? Channels? Ambient or focused viewing? Be specific.
Viewed through New Media Technologies (NMTs) is very important for non mainstream bands as other media platforms, such as the radio, would not play their music. NMTs like 'Youtube' would be very useful for Imagine Dragons as anyone can upload a video. They have gained 76.2 million hits for this one song on 'Youtube' allowing them to gain popularity.
This video has a ambient viewing due to it being conceptial based, with disjuncture throughout. This means that people on 'Youtube' can just listen to it, rather than watching it as the visuals do not reveal more about the song or the meta-narrative.
On the other hand, due to the disjuncture, there was a 'buzz' surrounding the visuals of the video when it was released, therefore increasing their audience stream on 'Youtube'.
Think about the institutional context of the video - considering the genre and artist, what role would the record label play in creating these promotional texts?
Imagine Dragons are signed to the labels "Interscope Records/KIDinaKORNER". This label is large and has signed artists such as Rihanna, T.I, BoB and Nicki Minaj, therefore they will have a large budget, trying to promote the artist by having a narrative/conceptual based video to add to the artists meta-narrative.
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