Music video: Arctic Monkeys - I Bet You Look Good On The Dancefloor

Audience

1) What do we know about the Arctic Monkeys audience? Think demographics, psychographics and how they got into the band.

Arctic Monkeys' audience are likely to be predominantly 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.

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

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).

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

The opening which 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.  

4) How did fans take a leading role in making Arctic Monkeys famous back in 2005?

In 2005, Arctic Monkeys' fans shared and promoted the band's music, including their demo tracks and early singles, online, leading to a significant early fanbase. 

5) How are fans positioned to respond to the band? What does Arctic Monkeys want fans to think about their video?

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 

Industries

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

They formed in 2002 and wrote songs based on their lives and what they saw on nights out in Sheffield. They played pubs and small venues in and around Sheffield, and built up a huge following online using Myspace

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

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 a much wider audience.

3) How does the rise of Arctic Monkeys differ from how BLACKPINK were formed and became famous?

Unlike BLACKPINK, Arctic Monkeys weren’t put together by an entertainment company, they were all friends from school. They formed in 2002 and wrote songs based on their lives and what they saw on nights out in Sheffield. They played pubs and small venues in and around Sheffield, and built up a huge following online using Myspace

4) Who is Arctic Monkeys record label and how many copies did they sell of their debut album? Why did they choose an independent record label?

I Bet You Look Good on the Dancefloor is their first single from debut album Whatever People Say I Am, That’s What I’m Not released with niche, independent record label Domino. The album was released in January 2006 and went straight to number 1 selling over 350,000 copies in its first week.

5) Looking at the wider music industry, has the internet been a positive or negative development for record companies and artists? Why?

Myspace was used by bands and artists to gain fans without the need for a record company.  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.