Arctic Monkeys - I Bet You Look Good On The Dancefloor: Case Study CSP
Impact of new/digital media on music industry
1)
At this point of time audiences typically watch music videos on platforms such as YouTube which is free to access for audiences.
2)
The growth of digital technology and YouTube has created greater opportunities for aspiring artists/artists that are starting out as they are able to easily grab the attention of audiences and companies/make a name for themselves by uploading themselves singing. However, with artists that are already in the industry it could be argued that the growth of these things has inadvertently led to a dramatic decrease in how much they get paid for their songs as for the most part the only people benefiting from this growth are the audiences.
3)
P2P can essentially be described as fans distributing artists music among themselves through predominantly illegal means. P2P caused such huge problems for the music industry as it meant that audiences were simply getting artists music free of charge meaning that they weren't getting paid and yet their work was there for anyone to listen to.
4)
I think that the internet has given audiences more power over who becomes successful in the music industry as now it seems that the key to gaining popularity is not only determined by whether or not you make good music but the relationship you have with your audience. An audience can make or break an artist and so by having a fanbase that supports you can become a hugely successful artist. However, having an audience with negative views on you will certainly hurt an artists career. In that sense audiences are a double edged sword.
5)
By hosting the concert in Fortnite it not only means that anyone can announce their own concert or make a music video it also means that there won't be any restrictions on the number of people that can attend because the venue doesn't have the capacity to seat everyone. This just means that artists have means to make more money that they deserve and aren't getting.
Industry
1)
The Arctic Monkeys first achieved success when their music was shared via P2P sites by their fans only allowing more people to listen to their music thus making their fanbase grow even larger.
At this point of time audiences typically watch music videos on platforms such as YouTube which is free to access for audiences.
2)
The growth of digital technology and YouTube has created greater opportunities for aspiring artists/artists that are starting out as they are able to easily grab the attention of audiences and companies/make a name for themselves by uploading themselves singing. However, with artists that are already in the industry it could be argued that the growth of these things has inadvertently led to a dramatic decrease in how much they get paid for their songs as for the most part the only people benefiting from this growth are the audiences.
3)
P2P can essentially be described as fans distributing artists music among themselves through predominantly illegal means. P2P caused such huge problems for the music industry as it meant that audiences were simply getting artists music free of charge meaning that they weren't getting paid and yet their work was there for anyone to listen to.
4)
I think that the internet has given audiences more power over who becomes successful in the music industry as now it seems that the key to gaining popularity is not only determined by whether or not you make good music but the relationship you have with your audience. An audience can make or break an artist and so by having a fanbase that supports you can become a hugely successful artist. However, having an audience with negative views on you will certainly hurt an artists career. In that sense audiences are a double edged sword.
5)
By hosting the concert in Fortnite it not only means that anyone can announce their own concert or make a music video it also means that there won't be any restrictions on the number of people that can attend because the venue doesn't have the capacity to seat everyone. This just means that artists have means to make more money that they deserve and aren't getting.
Industry
1)
The Arctic Monkeys first achieved success when their music was shared via P2P sites by their fans only allowing more people to listen to their music thus making their fanbase grow even larger.
2)
P2P file sharing was an unexpected aspect to the Arctic Monkeys' early success as it wasn't really their intention for their fans to simply upload their music for everyone to listen to and use at their disposal. Therefore, when they had just put their music on MySpace they most likely didn't expect to get the amount of recognition that they did.
3)
The rise of the Arctic Monkeys was undebatably more authentic than One Direction's formation and rise to fame. Arctic Monkeys decided to be a group without the input of anyone else because they were friends whereas One Direction was constructed simply for the purpose of Entertainment and Drama on X Factor and so even the way that we see them interact may also be false.
4)
Technological convergence has changed the music industry in the sense that audiences are able to access music all in one place conveniently and for free. Originally, music was listened to through both Radio and TV while the purchase of records was also quite common. In that regard it could be argued that technological convergence has negatively impacted the music industry as now it is more difficult for artists to make money for many reasons. Technological convergence has made it easier for people to download music illegally meaning that the artists don't make a profit whatsoever. Additionally, artists can make money from streaming platforms however the amount that they get is not much at all with the rate per stream being as low as it is.
5)
The internet has been both a positive and negative development for traditional record companies. It is easier for them to promote their artists and music along with any concerts they may have. At the same time if their audiences aren't really concerned with the profit of the artists or the company and are just interested in the music then it's likely that they won't actually buy anything to increase profit but rather find a way to get the same content but for free. This is a real issue for traditional record companies as without money it can be incredibly difficult to function. However, it has also acted as a positive development for traditional record as now they can save a lot of money advertising that can be used towards other purposes now. Along with this they are able to find new talent easier as well without having to personally go out and look for people to sign.
Audience
1)
The main Arctic Monkeys audience in terms of demographics is quite middle class, white and the location of the audience at the beginning would've been Sheffield which is where the band originates from but has started to change into a worldwide audience. The age of audiences is likely to be quite young around the early 20s to late 30s mark. As for psychographics they are more likely to be Mainstreamers although it is fair to say that they started out with an audience that had more Explorers and Reformers.
2)
In the music video there are quite a few audience pleasures one of which includes personal identity from the lyrics of the song which is essentially about going out to a club and getting drunk which their audience will be able to relate to. There is also a bit of personal relationship for their fans especially the ones who may have been involved in the P2P file sharing at the time which caused them to gain fame as they would then understand the line, "Don't believe the hype." Finally, there is diversion from the performance in the music video which has been made to look older but still acts as a form of entertainment.
3)
In the opening scene the main vocalist introduces the band and the song that they are about to sing which makes it resemble The Old Grey Whistle test and makes it seem like their first big song which their audience is likely to have watched. Additionally, the part where he says "don't believer the hype", will allow their fans to make the reference between the P2P file sharing via the Internet and MySpace. The video itself captures the experience of seeing the band live in a club in Sheffield which enhances the overall experience for the audience.
4)
Nostalgia is the act of reminiscing on positive old memories which is a key audience pleasure for the Arctic Monkeys music video as it is meant to imitate 1980s TV performance on programmes like 'Top of the Pops' or 'The Old Grey Whistle Test'. This means that audiences who may have watched these shows would be able to get the intertextuality in the music video. This can act as a way to involve their audience more as they will feel nostalgia from the fact that they used to watch the shows.
5)
Fans are positioned to respond to the video by continuing to carry out P2P file sharing to increase their fanbase but also to stream and enjoy the video itself for the entertainment and nostalgia in the video.
P2P file sharing was an unexpected aspect to the Arctic Monkeys' early success as it wasn't really their intention for their fans to simply upload their music for everyone to listen to and use at their disposal. Therefore, when they had just put their music on MySpace they most likely didn't expect to get the amount of recognition that they did.
3)
The rise of the Arctic Monkeys was undebatably more authentic than One Direction's formation and rise to fame. Arctic Monkeys decided to be a group without the input of anyone else because they were friends whereas One Direction was constructed simply for the purpose of Entertainment and Drama on X Factor and so even the way that we see them interact may also be false.
4)
Technological convergence has changed the music industry in the sense that audiences are able to access music all in one place conveniently and for free. Originally, music was listened to through both Radio and TV while the purchase of records was also quite common. In that regard it could be argued that technological convergence has negatively impacted the music industry as now it is more difficult for artists to make money for many reasons. Technological convergence has made it easier for people to download music illegally meaning that the artists don't make a profit whatsoever. Additionally, artists can make money from streaming platforms however the amount that they get is not much at all with the rate per stream being as low as it is.
5)
The internet has been both a positive and negative development for traditional record companies. It is easier for them to promote their artists and music along with any concerts they may have. At the same time if their audiences aren't really concerned with the profit of the artists or the company and are just interested in the music then it's likely that they won't actually buy anything to increase profit but rather find a way to get the same content but for free. This is a real issue for traditional record companies as without money it can be incredibly difficult to function. However, it has also acted as a positive development for traditional record as now they can save a lot of money advertising that can be used towards other purposes now. Along with this they are able to find new talent easier as well without having to personally go out and look for people to sign.
Audience
1)
The main Arctic Monkeys audience in terms of demographics is quite middle class, white and the location of the audience at the beginning would've been Sheffield which is where the band originates from but has started to change into a worldwide audience. The age of audiences is likely to be quite young around the early 20s to late 30s mark. As for psychographics they are more likely to be Mainstreamers although it is fair to say that they started out with an audience that had more Explorers and Reformers.
2)
In the music video there are quite a few audience pleasures one of which includes personal identity from the lyrics of the song which is essentially about going out to a club and getting drunk which their audience will be able to relate to. There is also a bit of personal relationship for their fans especially the ones who may have been involved in the P2P file sharing at the time which caused them to gain fame as they would then understand the line, "Don't believe the hype." Finally, there is diversion from the performance in the music video which has been made to look older but still acts as a form of entertainment.
3)
In the opening scene the main vocalist introduces the band and the song that they are about to sing which makes it resemble The Old Grey Whistle test and makes it seem like their first big song which their audience is likely to have watched. Additionally, the part where he says "don't believer the hype", will allow their fans to make the reference between the P2P file sharing via the Internet and MySpace. The video itself captures the experience of seeing the band live in a club in Sheffield which enhances the overall experience for the audience.
4)
Nostalgia is the act of reminiscing on positive old memories which is a key audience pleasure for the Arctic Monkeys music video as it is meant to imitate 1980s TV performance on programmes like 'Top of the Pops' or 'The Old Grey Whistle Test'. This means that audiences who may have watched these shows would be able to get the intertextuality in the music video. This can act as a way to involve their audience more as they will feel nostalgia from the fact that they used to watch the shows.
5)
Fans are positioned to respond to the video by continuing to carry out P2P file sharing to increase their fanbase but also to stream and enjoy the video itself for the entertainment and nostalgia in the video.
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