Arctic Monkeys

Question 1

Target audience

Answer 1

• Appeals to both male and female
• White middle class
• 15-29
• 50.7% fans are female as theyre attracted to Alex Turner
• Working class from the North
• 49.3% fans are male

Question 2

How do Arctic Monkeys use video to project their image?

Answer 2

• They want to be seen as ‘authentic’ and portray the the codes and conventions of a stereotypical rock indie band who pride themselves on the quality of their music
• Opening monologue by Alex Turner ‘dont believe the hype’
• Video recorded live adds to the authenticity
• Casual clothes to reinforce the ‘realness’ of the band
• The video was shot using three Ikegami 3-tube colour television cameras from the 1980s to give it an aged effect
• Classic live studio references ‘The old grey whistle test’

Question 3

How are Arctic Monkeys like The Beatles?

Answer 3

• Set up their own record label to have total control
• Four piece band (vocal,guitar,drums)
• British and successful at home and overseas
• Predominately a guitar based sound
• Prefer smaller venues

Question 4

Secondary audience

Answer 4

• The music videos are very similar to original indie rock songs in the 70s and 80s
• This makes it popular with the older generation

Question 5

When and how did they form?

Answer 5

• They grew up together in Sheffield
• Formed a band while still in school in 2002

Question 6

psychographics

Answer 6

the explorer - need for discovery and challenge
the reformer - values their own independent judgement
the struggler - seek escape/ live for today