AM Industry

• Arctic Monkeys music video

  I Bet That You Look Good on the Dance Floor
• Music video industry


  • Relevant for AQA GCSE Media Studies students
  • This was the debut single for the Arctic Monkeys
  • It went straight to number one with little to no marketing, which is unusual
• How Arctic Monkeys started their band


  1. Recorded demo songs

  2. Gave away CDs at gigs

  3. Built up marketing through audience sharing the music
• File sharing of music was popular at the time


  Audiences pirated the music and shared it illegally online
• Domino Records


  • Small independent record label that signed the Arctic Monkeys
  • Gave the Arctic Monkeys a lot of creative control
• Music video budget


  • Very low budget, which is conventional for a debut single
  • Used an authentic 1980s camera to give it a nostalgic retro style
• The music video felt very low-key and intimate, adding to the sense of humble realism
• A photographer involved in the music video put it on their website, allowing it to be shared widely online
• Myspace


  • Social media platform popular at the time
  • Fans made an unofficial Arctic Monkeys page, acting as unofficial marketing
• The success of this video showed that a band did not need a big record label or budget to become successful, and emphasized the importance of new digital technologies for marketing