"It's Time" is a song by American alternative rock band Imagine Dragons, from the band's major label debut EP Continued Silence as well as their major label debut album Night Visions. Musically, 'It's Time' is an indie rock song while, lyrically the song talks how one should never change who they are.
After the song was covered on Glee and heavy rotation in commercials and television shows, the song received commercial success and reached number 15 on the Billboard Hot 100, making it their first Top 40 single, as well as number four on the Alternative Songs chart and number three on the Rock Songs chart. It holds the longest run on the Billboard Alternative Top 10 for 2012 with 32 weeks.[1] The single reached the top ten singles in Austria (#6), Belgium (#1), Czech Republic (#10), and Billboard Pop Songs (#10). It was certified 2x Platinum by the RIAA and Gold by the ARIA. It was also nominated for Best Rock Video at the 2012 MTV Video Music Awards.[2] The single enjoyed extensive radio airplay in the United Kingdom in spring 2013 and eventually became their first Top 40 hit in the UK singles Chart, peaking at #40.
Live performances
On July 16, 2012, the band performed "It's Time" on The Tonight Show with Jay Leno.[3][4] They also performed the song live on Jimmy Kimmel Live! on September 4, 2012 and on Conan on January 9, 2013. They also performed the song on Late Night with Jimmy Fallon on October 29, 2012, notable for being broadcast during Hurricane Sandy. As a result, they performed the song to an empty audience, with only the cast and crew of Late Night being present. The band also performed and singer Dan Reynolds was interviewed on Norwegian and Swedish television show Skavlan on February 1, 2013.[5]
Music video
The music video debuted on April 17, 2012, on all MTV affiliates and the band was named MTV PUSH Artist of the Week and later featured on PUSH Live.[6][7] A first teaser released March 28, 2012. The video also reached #1 on Yahoo Music's Top Videos.[8]
The video starts with the band walking through a barren wasteland beneath a dark and ominous looking sky. The sky begins to grow more turbulent as the band walks past flags and airplane or boat wreckage and dead trees. Bassist Ben McKee opens a box he has been carrying and a pale light glows from within. The band removes a pebble-sized glowing orb from the box. The band members dig a hole for it with their hands, and then drop the orb into the ground. The lead singer Dan Reynolds then shouts, and in the next scene the band members are shown running away from their dig site. A large explosion throws Reynolds into the air where he seems to levitate (similarly to the Continued Silence album cover). Finally, the sky begins to part and the sunlight shines through—reminiscent of heavenly inspiration.
