1. Music VideoPurposesAnalysis
Comment on the following aspectsin relation to PURPOSES and BENIFITS for artist/band and target audience
Arctic Monkeys– When thesun goes down
Name:
Reece Mechan
Provide an explanationin relationto benefits
(promotion,extensionofincome & outlets,
synergy opportunitiesandstrategiesused by
producers to benefitlabel andartist)
Provide any research evidence youcan findthat supportsexplanationsof
benefitsforartist, record label and audience
Promotional Arctic monkeysare signedto Domino Recording
Company. Domino Recording Company is a
recording company which produces music that
fit into the indie rock/pop category. Domino
Recording Company is an independent record
label and they have signed other bands such as
The Blueskin and Pavement.
The single “When the sun goes down” is the
second single from the band’s debut album
“Whatever People Say I Am, That’s What I’m
Not” this album was the fastest selling debut
albuminBritishchart history. It went straight to
number one in the UK top 40. This benefits the
record label because it made the record label
more well-known and also made them more
money. This benefited the band because it got
them a lot of publicity and also gave the album
and singles more attention. As a result of the
albums success the music video has 7,236,377
on YouTube. Even though there are artists out
there whohave a lot more viewsontheirvideos.
It is still a lot of views for a song that was
released in 2006.
http://en.wikipedia.org/wiki/Arctic_Monkeys - whatrecordlabel arcticmonkeys
are signedto.
http://en.wikipedia.org/wiki/Domino_Recording_Company - whattype of music
Dominorecords/produces.
https://www.google.co.uk/webhp?sourceid=chrome-
instant&rlz=1C1CHWA_enGB626GB626&ion=1&espv=2&ie=UTF-
8#q=domino%20records – whattype of recordcompanyit is
http://www.dominorecordco.com/artists/ - whatotherbandshave theysigned.
https://www.google.co.uk/webhp?sourceid=chrome-
instant&rlz=1C1CHWA_enGB626GB626&ion=1&espv=2&ie=UTF-
8#q=fastest%20selling%20debut%20album%20in%20british%20music%20history
– sayswhat the fastestsellingdebutalbumis
https://www.youtube.com/watch?v=EqkBRVukQmE–linkto the video
http://en.wikipedia.org/wiki/When_the_Sun_Goes_Down_%28Arctic_Monkeys_s
ong%29 – date it gotreleased

2. Music VideoPurposesAnalysis
Extensionof
income
Arctic Monkeys have many sources of income
otherthan makingmoneyfromtheirmusic.One
of the ways they make money is clothing and
otherformsof merchandise that they have. You
can get any form of merchandise to do with the
band on various sites but the original ones can
be purchased on the arctic monkey’s website.
They have t-shirts, hoodies and hats with the
lyrics or name of some of their more recent
songsor more popularsongs.Thisbenefits both
the band andrecord label equally.Itbenefitsthe
band because it increases the fan base of the
band, it does this because when people wear it
whilst walking round people will see it, google
the band and start listening to the music. It
benefits the record label because whenever
someone buys the merchandise it gives them
money so they can expand the label, also the
more people that become the bands fan then
theymightstart listeningtootherbandsthat are
also signed to the same record label.
Alsoonthe merchandise partof the website is a
section for things like bags and music books
fromthe band. Unlike the clothing merchandise
I would say that this benefits the record label
more than the band because it won’t increase
the fan base that much for the band but it will
bring in loads of money for the record label.
http://www.arcticmonkeys-store.co.uk/am/clothing- linkforclothingpartof
store.

3. Music VideoPurposesAnalysis
http://www.arcticmonkeys-store.co.uk/am/misc- linktosongbookpartof store
Extensionof outlets Arctic Monkeysusesmanyformsof social media
and other ways to extend their fan base. The
social mediatheyuse are Facebook, Twitter and
YouTube. Their Facebook page has 6,632,460
likes, their twitter page has 1,470,000 followers
and their YouTube channel has 1,159,924
subscribers. The last thing they put on twitter
was on the 24th
December 2014 and it was
sharinga linkto a videotheyhave putontotheir
YouTube channel. From looking on their
different social media accounts I think that
Facebook is the most important form of social
media towards the band. I think this because
they update this account a lot more than the
twitter account. Also they can get into contact
with more people via their Facebook account
because they have 5,162,460 more people who
like the Facebook page than the amount of
people who follow the twitter account. This
benefits the band because it gives them a
chance for fans to get in contact to them and
give them feedback on either a new album or
single or just be able to put their views across
about the band. A possible result of this could
be that it could increase their fan base because
people will feel more connected to them and I
think nowadays that’s important for fans to do
because it’ll help fans become more dedicated
and then the fans end up playing the songs to
their friends and then the friends might like it.
Therefore gaining followers.
https://www.youtube.com/user/ArcticMonkeys - linktoYouTube channel
https://www.facebook.com/ArcticMonkeys - linktoFacebookpage
https://twitter.com/arcticmonkeys - linktotwitterpage

4. Music VideoPurposesAnalysis
Synergy Arctic monkeys has been involved with
designingvariousformsof merchandise fortheir
fans. You can order the original merchandise
from the shop part of their website. Within the
shop part of the website they have split it up
into five different sections.
http://www.arcticmonkeys-store.co.uk/am/clothing- linktothe store part of the
website
Producers
strategies
I feel like social mediaisthe mainpriorityforthe
bandbecause I don’tthinktheyhave builtup
that much of a strong fanbase where there
name is the onlyformof advertisingtheyneed.