Arctic Monkeys

MUSIC VIDEOS CSP IS ABOUT INDUSTRIES AND AUDIENCES 

Industry Video Summary:

• Didn't use traditional marketing

• Started their own record Label- Bang Bang records

• Recorded Demo Songs on CD

• Played Gigs

• Fans File-Shared P2P (Peer to Peer) on LIMEWIRE and NAPSTER. (pirated music and shared)

• Domino records- a small independent (indie) company signed the band = creative control for the Arctic Monkeys.

• Low Budget- typical convention for new bands- 1 set, no costume changes, "live" performance style.

• 1980's colour camera used= vintage, nostalgic, retro aesthetic.

• Mark Bull- Photographer shared shots and audio on his website (fans then shared these)

• MySpace- Music site- Fans created unofficial fan page. (End of Audience Theory- Clay Shirkey)

• This changed Music INDUSTRY as it marketed the band for FREE.

• Traditional Marketing- Interviews on BBC radio, interviews with NME (music magazine).

• Start of Digital music/ end of buying physical CD's- released/ distributed music on iTunes.

INDUSTRY

• They grew up together and formed a band while still at school which contrasts with the ‘manufactured’ bands such as BlackPink

• Early demo sessions were burned onto CD and distributed free to fans at gigs.  

(Fans were turning up to gigs knowing all the words to songs before they ad released anything yet. )

• Fans uploaded early demo songs to file-sharing sites and early social media sites like MySpace. This spread the word through the fans not traditional marketing channels.  Whilst the band did not do this, they were not against it.  They were one of the first bands to embrace social media and file sharing to promote themselves.

• The Artic Monkeys released their first songs on their own ‘Bang Bang’ record label and later signed to the independent record label, Domino.

• They are independent and produce a Niche music product to a niche audience =  specific (often smaller) product, which appeals to a certain group only. 

INDUSTRY

• Band come from SHEFFIELD UK (North of England)

• Band started at school in 2002

• Lead singer ALEX TURNER

• Music Video was filmed and released in 2005

• In the style of 1980's Tv programme. 

• Low Budget can be seen in:

  • • • • Set- Warehouse

        • Costume- own casual clothes

        • 2 cameras in one shot/ take and limited editing

        • Lighting: Basic, red, green and white non-changing lights on stage.

        • Music: Live. No non-diegetic music added post production (in editing room)

        • Music: Band write their own music

PROMOTION- How did the band get big and sell music?

The First Internet Band

• Arctic Monkeys became the first successful band due to the internet and social media.

• Fans spread their music online on MySpace, through filesharing when they were unsigned, helping the band gain fame before signing with a record label.

• Became popular at UK festivals (Glastonbury/ Wireless) with millions of young fans.

• Formed in Sheffield in 2002 by lead singer Alex Turner.

• Known for their strong live performances and loyal local fanbase.

MYSPACE

• Fans used MySpace to share the band’s music and grow their national fanbase.

• Fans shared music for free on illegal file-sharing sites, making the band famous.

Free Music

• The band gave away free CDs at gigs and on buses in Sheffield to grow their fanbase.

• Became the first band to get famous without a record label.

• Supported by NME magazine, which helped spread their fame.

• Their debut single, I Bet You Look Good on the Dancefloor, reached No 1 in 2005.

Strong Relationship with Fans

• Known for speaking directly to fans at concerts, often using their Sheffield accents.

• Alex Turner once had fans sing Happy Birthday to his mum.

• Drummer Matt Helders visited a fan and recorded a jamming session for her YouTube.

Fun & Serious Themes

• Songs range from fun topics like dancing and love, to serious themes like drug addiction and prostitution.

• Music videos help build a strong fan relationship by visually connecting with fans.

Direct Mode of Address

• Alex Turner directly addresses the camera, saying, "Don't believe the hype," which personalizes the connection with fans.

Visual Performance

• The band’s live performances are a key part of their appeal.

• Their casual look (jeans, T-shirts, trainers) contrasts with flashy manufactured bands.

Intertextuality

• References to 80s music and the 1998 band The Strokes appeal to older fans.

Nostalgia for the 1980s

• Their first music video used a retro 80s style, referencing Old Grey Whistle Test and The Strokes.

• Old cameras were used to give the video a faded, 80s feel.

MEDIA THEORIES

Hyperreality- Blends reality with fantasy and you can't tell what is real.

• The video creates a constructed version of the 1980s, which isn’t real but is made to look that way.

Uses & Gratifications

• The video is entertaining, informative, and sparks social interaction among fans online.

Arctic Monkeys' Success

• Their debut album, Whatever People Say I Am, That’s What I’m Not, became the fastest-selling British debut in January 2006.

• Headlined Glastonbury and Wireless festivals.

• Known for being a real, authentic band, unlike manufactured bands like Black Pink.

Independent Success

• Signed to Domino Records after achieving success without a label.

• Their debut album sold 360,000 copies in one week.

• Changed the music industry by using social media to build a fanbase.

Continued Success

• The Arctic Monkeys are still successful, headlining festivals and releasing No. 1 albums.