Music Video Analysis: Radioactive by Imagine Dragons

Imagine Dragons' video for "Radioactive" begins with a low angle shot of a female in the distance, through a framework of surrounding leaves, setting up a foreboding atmosphere that can be linked to alternative rock as there are social themes being set up, such as environmentalism. There's a cutaway low angle shot of a flower surrounded by grass, using shallow focus on the grass to divert attention to the flower, this being a symbol of beauty in what is otherwise a desolate landscape. The first lyrics as she enters a location are "I'm waking up to ash and dust, I wipe my brow and I sweat my rust", using a mixture of alternative and electronic rock to create an enthusiastic sound that is in contrast to the tone that has been set through the elements such as the cinematography.

By using a range of instruments, including synthesisers the band are able to perform to their traditional style by taking advantage of alternative rock to tackle a heavy subject matter, while including the enthusiasm of electronic rock. The smart range of styles shown means it will likely appeal to my age range. At one point there's a tilt that lowers from a shot of smoke, to reveal someone who appears to be the boss of an underground community, his position signified by the chair he sits in, his body language and a cigar. It could be argued this is a literal representation of alternative rock having more of an underground style compared to other genres, an example where different shots show people presumably from a different socio-economic class in cells.

Animals with a stuffed toy appearance fight each other that reminds people of the D.I.Y ethos of alternative rock and it introduces a fantasy element when one of them shoots laser beams out of its eyes, potentially making the video more appealing to a mainstream audience, due to its visual appearance. There are men gathered around a betting arena dressed as gangsters, as they wear leather jackets and cowboy hats and this is another reference to social themes as it's clear a sector of society is dominant. The video has been created to appeal to their audience, using the genres of alternative, indie and electronic rock and these elements are throughout the video.