Music Videos: Industries (for exams from 2023) Typeit

The way in which Arctic Monkeys managed to achieve commercial success was practically unheard of at the time. The band began gigging and recording music in their home city of . With very little money, they were able to create hundreds of demo which could be handed out at their early gigs. Hardcore fans would buy these and share the files, even going so far as to create a social media account dedicated to Arctic Monkeys. The band claim they had no problem with their music being shared for free as they saw it as the best way to raise their profile and attract a bigger fan base. The demos were, however, sold in large numbers once the band had gained popularity, particularly over the consumer-to-consumer sales website . The band’s profile was also raised through Internet chat rooms where positive word of mouth was spread.

Before long, the band began to receive praise and promotion from major establishments such as British music magazine , BBC Radio and the British tabloid press. The band were able to maintain full artistic control by signing to Records, an independent record company operated from the bedroom of owner and sole employee . Despite offers from much bigger record labels, the band signed with the independent label because they thought the owner came across as a ‘genuine ’. With the help of their new record label, the band were able to acquire cheap film-making equipment and create a performance music video for their first single: ''. The song shot straight to number in the UK singles charts in 2005. Several months later, the band’s second single, '', achieved the same chart success. The story of Arctic Monkeys was so unique because it was a very early example of fan-generated success.