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

Impact of New/Digital Media on the Music Industry

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

In this day and age, most music videos are watched online, on platforms like YouTube.

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

The growth of YouTube and digital technology means more independent creators are being made, like 'bedroom bands'.

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

P2P is peer to peer sharing of music illegally, so the music industry lost money, as most people got their music through copying the music illegally onto their own devices and not through purchasing albums.

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

Yes, because producers with more massive internet followings and a larger online audience will be more likely to have their music heard, thereby making audiences control which stars get famous nowadays, unlike when television companies promoted music artists.

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.

It has created an entirely digital platform for concerts, which means

international audiences can access the artist, helping promote not only the game but also the music. It also allows for Fortnite to make money through the promotion of albums and microtransactions related to the event.

Industries

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

Arctic Monkeys initially performed in bars and clubs, building a following in these locations. Arctic Monkey then gained success online in places like MySpace which built up their following and helped to promote their music and increased the size of their audiences at these locations.

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

Since the Arctic Monkeys did not care that their music was being shared illegally, the P2P of their music increased their following as a more significant amount of people were exposed to their music through the process.

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

Arctic Monkeys were an organic band, they formed on their own and are much more niche than One Direction who were manufactured. Arctic Monkeys got famous through small networks and word of mouth, whereas One Direction was shown on TV and was often exposed to the public.

4) How has technological convergence changed the music industry?

Platforms and Subscriptions services like Spotify have changed how the music industry works, instead of creating appointments to view certain songs or music, now music can be accessed whenever and wherever hugely different to how music used to circulate. This has also changed how artists are promoted, with a majority of the audience shifting to digital and online rather than traditional media.
5) Has the internet been a positive or negative development for traditional record companies? Why?

It has become both positive and negative, positive because it has created infinitely more opportunities for music and artists to be promoted, however, it has also increased the competition for new and existing artists.

Audience

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

Arctic Monkeys' audience likely to be white, middle class and young, their Psychographic groups might include Reformers and Explorers, as their music was initially quite niched. Recently, however, they have become slightly more Mainstream due to international success.

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

The music video is simple and stripped back offering their audience the pleasure of Relation, and they feel as though they are at a live performance, as well as the pleasure of Nostalgia as they look back on simpler times.

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?

The opening of the video includes the band introducing themselves and their song like a band would if they were playing live on stage, making their audience feel closer to the artists. The first introduction and the camera focuses on the instruments that the band is playing, and the stripped back, live audio of the scene, further establishing a connection between the audience and the band. Finally the scene towards the centre of their music, where another camera can be seen moving behind them, which emphasises the older, more simple times of the music industry, where live performances were used as music videos.

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

Nostalgia is a longing for the past, and in this music video, it is used as a longing for the music industry as it used to be, simple and plain performance, with the raw sound of artists and basic music videos.

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

Fans are left to feel as though they are in a concert with the artist, letting the fans take a sense of nostalgia and realness from the music video.