Arctic Monkeys - music video

 Arctic Monkeys - I Bet You Look Good On The Dancefloor: Blog tasks

Video analysis and audience appeal

The power of the internet

• Social Media was only starting to be introduced in the early 2000s. Before that, people watched music videos on the television (music shows) or MTV which, in the 1980s, became a digital channel that just showed music videos. 

• You could chat to people with similar interests on chatrooms or forums when the internet started.

• You used AOL or MSN Messenger to talk to your friends, send emojis and share pictures and music

• Myspace was released in 2003 and was one of the first major social networking sites. Myspace was used by bands and artists to gain fans without the need for a record company.

• P2P (peer to peer) means sharing music with your friends. This means that people can share their music through word of mouth and not have to pay. But it is a problem as it means people download and share music illegally and the musicians and bands don’t get the money

• Arctic Monkeys' music was shared on P2P sites, though this wasn’t known by the band or promoted when they found out. It allowed their music to be heard by their audience

• The sharing of their music encouraged people to talk about and share their music, which created a buzz about the band.

• Their fan base moved online, creating online communities where they could share songs and information

Impact of new/digital media on music industry

1) How did audiences used to watch music videos? generally watch music videos these days? Sum up in your own words

Audiences used to watch music videos on MTV and you could hear about music videos on social networking sites such as MSN and AOL. 

2) What opportunities has the growth of digital technology and YouTube created for new music artists? Sum up in your own words

An opportunity for artists to promote their music on social media was sites such as My Space and it was released in 2003 and this allowed artists to promote their music on these sites.

3) What is P2P and why did it cause huge problems for the music industry?

P2P stands for Peer to Peer and this means that people can share music and this created a buzz about the band.

4) Do you think the internet has given audiences more power over who becomes successful in the music industry? Why? This is your opinion, informed by the reading above. 

Yes because now when a music video releases the people who watch it judge it so quickly and this means that the audiences have more control over the music that is produced.

5) How has Fortnite demonstrated the potential future for music videos and promotional opportunities for the music industry? You can read more on this event in this Verge feature.

Fortnite demonstrated the future for music videos as it was a live concert which was in a video game and this created the way for interactive entertainment.

 

Arctic Monkeys: performance video

• This is a performance video designed to look like a 1980s TV performance on programmes such as Top of the Pops or The Old Grey Whistle Test'. It was filmed using old 1980s Ikegami 3-tube colour TV cameras to give it an authentic, nostalgic effect.

• The simple performance video subverts music video conventions that became steadily more complicated and narrative-based in the 1980s and 1990s.

• It opens with the singer introducing the song and adding the words 'Don't believe the hype'. This could be a reference to the online following the band built up using Myspace.  

Audience 

• Arctic Monkeys' audience are likely to be white, middle class and reasonably young. Psychographic groups might include Reformers and Explorers. Recent global success pushed the band into bigger psychographic groups such as Mainstreamers.

• Audience pleasures would include diversion - the song is upbeat and fast-paced. Fans who followed the band from the early days might find a sense of personal relationship while many young people would get a sense of personal identity from the lyrics to the song (about going out to a club and drinking).

• Older fans would enjoy a sense of nostalgia from the 1980s-style performance video.

 

 

Arctic Monkeys: Industry

1) How did the Arctic Monkeys first achieve success and build up their fanbase?

The arctic monkeys first achieved significant success on My Space and in the song he said don't believe the hype which means that they are not a good band and is an average band.

2) Why was P2P file sharing an unexpected aspect to Arctic Monkeys' early success?

Because they got recognition without having to promote the band and this was spread through word of mouth.

3) How did Arctic Monkeys first form as a band and become famous? 

The Arctic Monkeys began to gain popularity as they handed out CDs, containing their 18 demo tracks, at various gigs. The group also gained quite the following on the social media platform MySpace, and are now described as one of the first bands to come to the public's attention through the Internet.

4) How has YouTube and the internet changed the music industry?

The internet has changed the music industry as now artists do not have to realise their music on TV and can put it on social media sites such as instagram and facebook.

5) Has the internet been a positive or negative development for traditional record companies? Why?

It has been a negative development for record companies because this will mean that more people will praise the singer instead of the record company.  

Arctic Monkeys: Audience

1) What is the main Arctic Monkeys audience - demographics and psychographics?

Psychographics as the people who would like this is people who are into Indie music.

2) What audience pleasures are offered by the music video for I Bet You Look Good On The Dancefloor?

An audience pleasure offered by I Bet you look good on the dancefloor is personal identity as the band are wearing casual clothes and T-Shirts. Another audience pleasure is diversion as back when the video released most people had to watch these type of music videos on channels such as MTV and then this allowed bands like the ArcticMonkeys to release their music on sites such as My Space. 

3) Pick out three particular shots, scenes or moments in the video that would particularly appeal to Arctic Monkeys fans. Why did you choose those moments? 

I chose these moments because the moments that were in the video meant that this video put the arctic monkeys on  the map and this meant that this band was really talented. 

4) What is nostalgia and why is it a key audience pleasure for the Arctic Monkeys music video?

Nostalgia means a sentimental longing for a period in the past. This was a key audience pleasure as this released in 2005 and people 16 years later see how good the arctic monkeys were in those times.

5) How are fans positioned to respond to the video? What does the artist want fans to take from their video?

The artist wants the audience to see that even though we wear casual clothes we can still be a band that everybody relates to.