Arctic Monkeys

With their breakthrough single, I Bet You Look Good On The Dancefloor, the Arctic Monkeys demonstrated the Internet’s huge potential to generate a level of awareness of a new band that had traditionally been achieved through relentless multimedia marketing campaigns and touring. While the Arctic Monkeys certainly aren’t ones to skimp on the latter, their publicity was generated almost entirely by fan websites that showcased their songs and spread word of gig dates. As a result of this, I Bet You Look Good On The Dancefloor quickly reached number one in the UK and the subsequent album, Whatever People Say I Am, That’s What I’m Not, became UK history’s fastest selling debut album. Their second album performed just as well and with Joss Homme reportedly working with the band on their third, it seems safe to say that the Arctic Monkeys look set to continue from strength to strength.