Arctic Monkeys are heralded as one of the first bands to come to public attention via the internet. Rather than the usual marketing methods of online promotions and advertising, Arctic Monkeys formed a cult following through the formation of fan sites and word of mouth via social networking sites. It was their debut album Whatever People Say I Am That's What I'm Not which remains the fastest selling debut album in UK Chart History, that firmly placed them on the map as one of the most successful indie rock bands in UK history. Despite their ongoing success (their second album Favourite Worst Nightmare had all 12 songs in the top UK 200 on April 29th 2007 and Humbug their third album has received critical acclaim) the band have remained signed to independent label 'Domino Records'. Their aversion to mainstream ideals has had a large impact on their style of music videos, ultimately as their fame grows they hone their cult appeal with each music video emulating the rough and ready message of their lyrics.
Arctic Monkey's latest album Humbug (2009) has released threes singles. The three videos are primarily performance based, a method I have ruled out as I think it would be ineffective without the correct equipment, and I feel with a more concept based video I have creative license to interpret the song in various ways. 85% of participants in my Questionnaire said that continuity between videos was unimportant, however I feel that to a degree my video should be in keeping with the style they are notorious for. Arctic Monkey's earlier singles' videos were often based on a concept or a narrative rather than a performance, this is likely to be a result of the band's notorious reticence, hence allowing me to adhere to the conventions of an Arctic Monkeys video whilst maintaining my initial idea for a piece that is solely conceptual.
Though all three videos released from Humbug are performance based 'Crying Lightning' is noticeably based around a concept. The whole band are pictured performing on a boat, before being faced with 'seamonster' versions of themselves. The video ends with the last section of the song being performed by the giant sea like versions of themselves. Undeniably it's a very abstract concept, but what makes the video seem most loyal to the band's style is the combination of slick professional shots and amateur style shots and scenery. For example the boat they are performing demonstrates the rough and ready Arctic Monkeys synonymous with their early videos, for example 'Teddy Picker' which had been shot handheld in the studio during a recording session. It is these references back to their earlier work combined with their retaining of 'indie' status that allows them to keep such a cult following. No matter how famous or successful the band have become they have refused to look to 'done' and instead sustain the image that initially got them noticed. However the evolution of the band in this album has been noticeable, both in the sophistication of the music style and the performance aspect of their music videos. In Crying Lightning this is demonstrated via the special effects of used when the figures emerge from the water. It is this combination of amateur and professional that has evolved with this album. I hope to emulate this theme in my video.
'Cornerstone' is a very unique video, focusing purely on front man Alex Turner singing the vocals into an old voice recorder. The whole video is filmed from one angle in one take. This is a video of incredible simplicity, however it remains engaging as although the camera is stationery the subject is moving allowing the focus to remain firmly on Alex Turner. Both 'Crying Lightning' and 'Cornerstone' were directed by Richard Ayoade, a face made famous by The Mighty Boosh and IT Crowd. From a marketing point of view a famous name directing a video increases its appeal (for example Michael Jackson's Scorsese directed Bad video) particularly as Richard Ayoade's feature film debut is set to come out this year (for which Alex Turner has written the music). Both the IT Crowd and Mighty Boosh have a cult following and appeal to the same demographic that Arctic Monkeys do, thus once again demonstrating the link between music and television and further suggests that Arctic Monkeys have been so successful in utilising new media not only by themselves but by association. As a result of Ayoade's input in Humbug videos and indeed the solely narrative based Fluorescent Adolescent I hope to adapt his themes and conventions to suit my piece and create a look that is familiarly Arctic Monkeys.
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