How might this video be consumed? Channels? Ambient or focused viewing?
For smaller and less mainstream bands the consuming of their video is solely relied on the use of "New Media Technologies" and "Web 2.0" The band itself gathered most of its hype because of their tracks being used in video game soundtracks.
YouTube Search Bar
The type of music is unlikely to be played constantly on the radio which gives the artists an unfair advantage against mainstream pop artists. They are also unlikely to have TV spots. The video has almost 14 million YouTube views. This is the best possible way the artists can be recognized and for them marketing can be based on word of mouth.
YouTube Band Music Channel and views of video
The video is predominately performance based, which gives the video an ambient viewing ability, as people don't feel the need to fully watch the video as they do not find out anything else out about the track or the meta-narrative.
Think about the institutional context of this video. Record Labels Role.
Imagine Dragons are both neither Pop/Mainstream or Independent. The record label would not have too much of an impact on the performance of the video. This can be shown by the final part of the video which shows the dedication of a fellow friend of the band. This shows how the band get an input on what they want to do in there video.
Dedication given to Bands Friend at end of video
Dyertalks about the star system in Hollywood and the semi-mythological set of meanings constructed around music performers. Despite this video being 90% Performance based the idea of the "meat shots" is not exaggerated as it would be in a mainstream video. The star is not an image, the narrative constructs him as a real person. The record label has not sold him as a star.
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