Researching the branding and marketing of artists who already fit into our chosen genre:
The Pigeon Detectives
The Yeah Yeah Yeahs
Arctic Monkeys are an alternative rock band formed in 2002, UK. Arctic
Monkeys are heralded as one of the first acts to come to public attention via
the Internet (fan-based sites rather than from the band), with commentators
suggesting they represented the possibility of a change in the way in which
new bands are promoted and marketed. Arctic Monkeys have used Myspace to
push themselves into the public eye, and it resulted in the band getting signed
to "Domino" in June 2005, after they refused to change their songs to suit the
industry and resisted signing to a record label for some time. Their fans also
helped to promote the bands music, by recording the songs at gigs and giving
out demo CDs. Also, Mark Bull filmed the band's performances and made the
music video to "Fake Tales of San Francisco" releasing it on his website and
therefore giving the Arctic Monkeys further exposure. Overall though, Arctic
Monkeys relied on the "word-of-mouth" technique to boost their popularity,
through the internet, their fans, and their tours and media coverage.
This English band was formed in 2002, and has also
exploited Myspace's networking genius to gain
exposure. Although probably not as recognised as Arctic
Monkeys, The Pigeon Detectives have been quite
successful. They supported Dirty Pretty Things whilst
they toured in spring 2006. In early November 2006
they supported fellow Leeds band Kaiser Chiefs, who
are known to be fans of the band, on a number of
occasions around Europe. The Pigeon Detectives have
relied heavily on their performances, at festivals, and
being the supporting band for bigger Indie bands such as
the Kaiser Chiefs, to gain them recognition.
The Yeah Yeah Yeahs are an American indie rock band formed in
New York City in 2000.
Alongside performing headlining tours across the world, the band
has supported artists such as Björk, The White Stripes, The Strokes,
Liars, and Jon Spencer Blues Explosion. The band became one of
the first western rock acts to play in China when they headlined the
Modern Sky Festival in Beijing in 2007.
The main difference, I think between English Indie bands and The
Yeah Yeah Yeahs is that they have a lead female vocalist and her
clothing style attracts attention on stage.
They seem like a “hands-on” band, Karen (lead vocalist) co-
directed and all three band members were featured in the video for
the group's "Hologram World" video. They also seem to be playing
the festival circuits in the UK, playing at Glastonbury Festival
They are very well known, especially in the UK actually.
They are not a conventional Indie band as seen in the UK and USA,
but I think this works in their favour as they stand out by being
original and different.