Arctic monkeys

Question 1

How have technological developments enabled bands/artists like Arctic Monkeys to self-produce their own artistic output and what are the implications of these challenges to mainstream music producers and publishers?

Answer 1

1. Online social and participatory media created a platform (Myspace/Youtube) in which artists such as AM just didn’t need to sign huge contracts that effectively compromised their own artistic output. Historically, once an artist signs such a contract, they lose a lot of creative control over their music and image. In fact, the rights to these valuable commodities get shared with music industry people who just want to turn a profit from the musician. Most musicians do not like this. Tech developments such as social media platforms took control away from industry executives and appeared to hand it back to the artist which was seen as a massive change.
2. Mainstream music producers and publishers are afraid of developments such as these because they mean one less band for them to own and make money from. If every band did what AM did, industry companies such as Sony, Universal and Warner music would go out of business.

Question 2

How are music videos rated and regulated in the UK?

Answer 2

The BBFC are currently trialing the regulation of music videos on online platforms such as Youtube

Question 3

How did Arctic Monkeys exploit the online presence and niche nature of their fanbase?

Answer 3

1. AM self-published physical and online copies of their first work on Myspace. This had a viral advertising effect which was novel and further enhanced the representation that the band were unique and authentic – to be seen as trying to become popular is somewhat opposite to the rock star image.
2. This self-publication and marketing meant that the band had full control over their material and their star image. As a result, in the music video what we see is exactly how the AM want to be seen themselves. This is incredibly uncommon as usually the music industry promotional team would become involved and attempt to dictate the star image to maximize profit.
3. Music videos were produced as a means of promoting artists on television. So, while the Myspace marketing was incredibly innovative and unseen before, the music video actually fits within the more typical behaviour of the music industry and how it has to promote the artist.

Question 4

How do Arctic Monkeys use video to project their image?

Answer 4

1. The MV is a performance video with means that they didn’t want the music to get lost in it, which is all what mattered to them
2. Set in a studio with low-key lighting to show that they’re based on musicianship rather than personality
3. Wearing casual clothing to reinforce the realness of the band
4. Many shots are at a distance (medium shots/medium long shots) which takes the audience away from personality and focuses more on the group and their interaction and musicianship, it also makes them feel like they’re with them
5. Close ups are occasionally used to give audiences more detail of the performance, these close ups aren’t perfectly stable and pretty shaky and this adds to the rawness and gives a rock vibe

Question 5

How does the I Bet You Look Good on the Dance Floor video target and address its audience?

Answer 5

1. The video is a simple performance video which is seen to be filmed all at once with gives the band a connotation of authenticity
2. This appeals to aspirers, explorers, and even strugglers as they would all rather follow the few than the masses - they mainly want to enjoy the music
3. The music video is simple and recorded in the studio which shows AM was more focused on their music quality rather than a manufactured style MV
4. MV is designed to look like a 1980s TV performance on programmes such as Top of the Pops or The Old Grey Whistle Test’ (intertexuality)
5. It was filmed using old 1980s Ikegami 3-tube colour TV cameras to give it an authentic, nostalgic effect
6. Alex Turner starts off with “Don’t believe the hype” which shows that AM only wanted fans that actually liked the music rather than fans that were there because they were the ‘cool’ hyped up band of the moment.

Question 6

What are the pleasures and rewards for music video audience members?

Answer 6

1. Diversion: the music video allows audiences to enter the world of the song and the band. It is not a spectacle that is seen in everyday life however as a ‘live performance’, it offers audiences the sensation of being at a live concert or gig which in itself may feel rewarding.
2. Entertainment: watching the video feels like being in a live performance which is entertaining itself. The upbeat and fast pace also keep the audience engaged in the MV.
3. Social interation: the music video allows audiences to both hear and see the artist. This can help to fuel the word of mouth/viral spread of their reputation or provide those already in the know, with more detail about the artists and their personalities.
4. Personal identity: people could identify themselves with certain types of music and AM might be one of them.

Question 7

Why is this video seen as a turning point in the relationship between the music industry, artists and fans?

Answer 7

1. The video demonstrates that artists do not need the traditional platforms of the music industry in order to promote themselves although it clearly helps
2. Artists such as AM can now communicate directly with fans through new media without as much need for the intrusion of industry marketing and promotion executives who may attempt to exploit artists for financial gain – artists have more control over their music, their image and their profits.
3. Fans are more able to communicate with their artists too. Social media and the internet more generally allowed Arctic Monkeys and their fans to communicate through these new channels.
4. The AM proved that it is possible to produce music and be successful without the need for an industry that has spent decades trying to control and influence artists for financial gain.