MV Research: Applying Music Video Theory To Artist 'Song' ; Imagine Dragons - On Top Of The World

MV Research: Applying Music Video Theory To Artist 'Song' ; Imagine Dragons - On Top Of The World

It is evident throughput the music video for on top of the world, the intention for imagine dragons was to creative a unique narrative, with the video following members of the band as they add elements of performance from out of space. However, we see the video open with an establishing shot following a child on a tricycle. I feel as if the opening minute is used to create a sense of character development, with frequent shots of band members with their family. Though the use of mise on scene such as the clothing worn by characters and the televisions used, the band wanted their video to be set in the late 1960's, around the same period of time that the first men reaching the moon. The band also take significant moments from the music industry and parody them such as the Beatles walking through the zebra crossing for 'Abbey Road'

The use of this intertextual reference applies to Andrew Goodwins theory to which music videos display specific genre characteristics. The video creates continuity as there is a clear structure and narrative, which contradicts the research of Carol Vernalis. She discusses the ways in which editing in music video does not follow the rules of continuity editing and focusses on the impact that this has on an audience.


With regards to other music video theorists, On Top of the world relates to research from Kaplan. Kaplan identified music videos as a post-modern form of the media. This means that they subverted of disregarded the expected conventions of film-making. For example, editing in music videos is meant to be noticed whereas continuity editing in the majority of other visual media such as film was not.  With this context, we could consider On Top of the world as showing appreciation for a historical event in American history, with  the moon landing being significant as the USA won the space race, this competitive nature is represented in the video as we see the mid shot of the Soviet Union astronauts huddled around the tv.

The following lengthy quotation is taken from Carlsson's article and explains each of these:

"In one type of performance, the performer is not a performer anymore, he or she is a materialization of the commercial exhibitionist. He or she is a monger of their own body image, selling everything to be in the spotlight – selling voice, face, lifestyle, records, and so on. This could suggest Imagine dragons are attempting a social commentary through this video with the lyrics On top of the world being a celebration of America's success over the soviet union in the space race. This is supported by their parody of a political viewpoint when an actor whose mise en scene represents the president (suit and bodyguards) moreover the use of lyrics matching the narrative on screen is supported by research conducted by music video theorist Diane Railton. Railton argued that music video shapes cultural identity with representations of race and gender particularly affecting cultural perceptions. For example, she sees black women represented as sinful whereas white women are more likely to be represented as being innocent. Railton recognises that men are also sexualised at times in music videos but that this representation more often than not is one where they still retain power. These stereotypes are applied in the video through the mother waiting at home while the men go into space, it also redolent of the time period as society was patriarchal. 


The video was posted to Imagine Dragons Youtube channel in 2013, and was later released as part of the American Charts, its popularity began on Youtube which supports research from Keazer and Wubenna who suggested In the contemporary world consumers of music videos are able to choose what they watch via online media such as YouTube, Vevo, etc. They also mentioned how the internet has become a 'visual jukebox' where consumers choose content.