Smoke and mirrors imagine dragons album
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It seems the defining feature of modern alternative (aside from goddamn handclaps in goddamn everything) is the notion that every little feeling is worthy of a soaring anthem.
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All you had to do was brew a noncommittal concoction of rock and hip-hop, sprinkle in some cutesy production flourishes like the mandolin on “It’s Time”, and then drown the whole thing in rousing choruses. With 2012’s Night Visions, the band proved that a record could be wildly successful without depending on sex, drugs, or other unseemly content to attract attention.
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Imagine Dragons are the quintessence of what passes for “alternative” in today’s music culture, which is either a good or an alarming thing, depending on whether you’re trying to use their music to sell something. Throw in music that’s heavy on anthemic sing-alongs and practically devoid of anything that could possibly be construed as offensive, and you get what amounts to a wet dream for Target’s marketing department, seeking to court an audience that perceives itself as edgy and alternative without being either of those things. Like The Killers before them, Imagine Dragons possess a certain flair for spectacle that has led to sold-out performances around the world, each of which has had more in common with the Fountains of Bellagio than your average rock ‘n’ roll show. The national retailer was right to bank on the Las Vegas band as the lynchpin of its #MoreMusic campaign. When Target spent $8 million to buy out an entire commercial break during the 2015 Grammys, it tapped Imagine Dragons to perform new single “Shots” in its entirety.