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

1) How do audiences generally watch music videos these days?

Online using social media or video streaming sites for example YouTube or Daily Motion

2) What opportunities has the growth of digital technology and YouTube created for new music artists?

Thanks to New and Digital Media, music can now be streamed faster than ever. Teasers and trailers are released prior to the music videos themselves and the videos themselves can be translated into many different languages and . Music artists can simply film themselves performing in their bedroom leading to the creation of 'bedroom bands' or single artists being discovered much more easily and risen to fame and fortune by an online mass of fans and support.

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

P2P stands for 'Peer to Peer' which was the illegal distribution of music between fans of music artists. This was a problem for the music industry as fans were no longer buying physical copies of music like CD's, vinyls and cassette tapes meaning there was a decrease in profit and income for the artists.

4) Do you think the internet has given audiences more power over who becomes successful in the music industry? Why? 

I believe the internet has given audiences more power over the success of aspiring artists as before the internet existed, there was radio and music channels in which many mainstream artists were exhibited however niche artists did not appear as often, meaning a significant proportion of the audience (with a specific psychographic/genre preference) would be left unsatisfied. 

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 potential future experiences with promotional opportunities with Marhsmello when they held a virtual concert on the worldwide multiplayer game and received over 10 million players in attendance.

Arctic Monkeys: Industry

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

They built a local fanbase around their home town by playing small gigs in pubs, clubs and other small venues. They also gave out their CD's for free to people on the street who were interested.

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

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

4) How has technological convergence changed the music industry?

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


Arctic Monkeys: Audience

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

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

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?

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

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


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?