Arctic Monkeys CSP

1) How do audiences generally watch music videos these days?
Audiences use Youtube to watch music videos now.
2) What opportunities has the growth of digital technology and YouTube created for new music artists?
New artists didn't have to go through big record labels anymore, instead, they could deliver directly to the fans. This gave more power to audiences.

3) What is P2P and why did it cause huge problems for the music industry?
P2P means peer to peer, Arctic Monkeys music was shared illegally on P2P sites and this popularised Arctic Monkeys' music however for most of the music industry, record companies lost money from sales as people would listen to their music illegally. 

4) Do you think the internet has given audiences more power over who becomes successful in the music industry? Why? 
Celebrities like Justin Bieber were popularized by the internet rather than a large record company because the viewers liked his music. Without the internet, viewers wouldn't be able to access such a wide variety of music and select their favourites so companies would just make assumptions.
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.
Marshmello, a world famous DJ held the very first Fortnite concert this year. This has never been done before and demonstrates intertextuality.


Arctic Monkeys: Industry

1) How did the Arctic Monkeys first achieve success and build up their fanbase?
**answered above2) Why was P2P file sharing an unexpected aspect to Arctic Monkeys' early success?
**answered above3) How does the rise of Arctic Monkeys differ from how One Direction were formed and became famous?

The Arctic Monkeys were school friends who started playing together whereas One Direction were manufactured by Simon Cowell as part of the X-factor. It could be said that the Arctic Monkeys are more authentic than One Direction because they chose to be a band and it was their idea.

4) How has technological convergence changed the music industry?
Technological convergence has made it easier for indie music - such as Arctic Monkeys' music - to be shared around but for the music industry, it has decreased album sales.


5) Has the internet been a positive or negative development for traditional record companies? Why?
The internet has been a negative development for large record labels as it has taken some of their power. before, there were talent scouts who discovered talented people and trained them to be pop stars but now people can showcase their talent to the word without large companies through the internet.

Arctic Monkeys: Audience

1) What is the main Arctic Monkeys audience - demographics and psychographics?
White, middle class and reasonably young people - aged 23+ - are likely to be Arctic Monkey fans. They may be part of reformer or explorer psycographics. 

2) What audience pleasures are offered by the music video for I Bet You Look Good On The Dancefloor?
Nostalgia is a key audience pleasure with the Arctic Monkeys because the music video has conventional 80's lighting and is filmed on 80's cameras to make it look like a live TV performance on Top of the Pops.

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?

"Don't believe the hype," is a shoutout to the band's original internet fans that recommended the band to others. The lead singer introduces the song and the band to make it seem like a live TV performance. The 80's cameras are used as it was a convention of live TV performances to show the crew on the sidelines.

4) What is nostalgia and why is it a key audience pleasure for the Arctic Monkeys music video?
Nostalgia is a 'yearning for yesterday' where people watch something because it reminds people of the past. The I Bet You Look Good on the Dancefloor video is styled to look like an 80's live TV performance so the audience feels nostalgic.
5) How are fans positioned to respond to the video? What does the artist want fans to take from their video?

The artists wanted the fans to realise how different the music industry was then compared to now and they wanted to thank their fans as they are the reason foer the Monkeys' sucsess.

Grade 8/9 extension tasks

Read this excellent Guardian feature on the Arctic Monkeys on the 10th anniversary of I Bet You Look Good on the Dancefloor. What key statistics can you take from the article concerning developments in the industry and the Arctic Monkeys' role in these changes?

Read this BBC News report from the time - documenting the records Arctic Monkeys broke.

Read this short blog on how the social media website Myspace helped the Arctic Monkeys make it big. What did the website allow the band to do?

Finally, read this short Guardian feature asking if Arctic Monkeys changed the music industry. What does the article suggest?